2023 SOCM Report: Industry at a crossroads

The seventh annual ANZ State of Community Management (SOCM) Report has been released, and the results reveal an industry at an existential crossroads. 

On the bright side, average salary levels are robust, and have held firm despite incredibly challenging economic times. Practitioners are both becoming more strategic and getting better at proving their community value. Organisations are applying community strategically, and communities are generating considerable economic value.

However, community managers are increasingly worried about online harms and the risks of misapplied Artificial Intelligence. Experienced community professionals are questioning their futures, with some fleeing the space, while others are expressing exhaustion at decades long frustrations. A lack of senior roles is threatening the sustainability of the profession, and a new wage gap is emerging.

ACM thanks our 2023 Report sponsors, Sked Social and Quiip, for helping make this research possible.

Key findings include:

• Social impact and mission driven communities continue to dominate the Australian and New Zealand landscape 

• The three top industry sectors investing in online communities are Health, Government and Technology

• Brand awareness is the leading purpose for online communities 

• 81% of community professionals as female (an all-time high)

• 53% of community managers are over 40 

• 80% of community professionals are tertiary qualified 

• Melbourne is the centre of the field professionally

• The average salary for community professionals is $100,000 - $130,000 p.a.

• 87% of community managers work to a strategy (almost double 2022)

• 60% of Australian communities have been active for five years or more

• 48% of online community practitioners say their role is understood and valued

• 96% of community managers engage in ongoing training and education 

• 82% of community managers use more than one platform to manage their community. 

• Misinformation is now the leading moderation issue for online community managers in Australia and New Zealand

• 96% of community managers work outside a traditional office setting

• 13% of communities that make money are generating more than $1 million annually for their organisations

• 41% of community managers are unsure if they’ll be working in community in five years time.

Access previous SOCM Reports & other research