SOCM 2024 Results: A Profession at a Crossroads
Download your copy of the annual State of Community Management Report for ANZ
The 2024 State of Community Management Report reveals a profession in flux. As platforms shift, AI embeds itself in workflows, and trust in digital spaces becomes harder to maintain, community professionals are navigating increasingly complex terrain.
This year’s report - Australia and New Zealand’s only dedicated community management benchmarking study - uncovers critical insights into how the field is evolving, where the biggest challenges lie, and what’s coming next.
📖 Want the full picture?
The complete report includes salary benchmarks, industry trends, emerging technology impacts, and exclusive data on the future of community work. Download your free copy!
The 2024 SOCM Report is made possible with the generous support of our partners: Khoros, the Digital Research Ethnography Centre (RMIT), and Quiip.
Key Findings: Digital Frontlines are Changing
🚨 AI is here - but to what end?
Nearly half of community managers now use AI tools in their practice, but only 25% feel in control of how AI interacts with their communities. While it can create efficiency, it’s also raising concerns around bias, misinformation, and loss of human connection.
⚖️ More responsibility, less security
The workforce is shifting. Full-time roles are declining, while part-time, casual, and volunteer positions are rising. Government-led community roles, once a key employment source, are shrinking, with the health, mission-driven, and service sectors stepping up investment.
📉 Social media’s decline as a community hub
The exodus from social media continues. Fewer communities are relying on platforms like Facebook and X/Twitter, with owned and private platforms on the rise. Discord and Slack have gained further traction, reflecting a desire for customisation, control, and better moderation tools.
🔥 Moderation is a top concern
Misinformation remains the top moderation challenge, but the rise of hate speech and AI-generated spam is increasing workloads and mental strain. 71% of community managers report exposure to online harms, reinforcing the need for better protections, policies, and support.
💰 Salary divide widens
While many community roles now command six-figure salaries, the number of unpaid or volunteer community managers has tripled since last year. This polarisation highlights both greater recognition at the top and ongoing devaluation of community work at the grassroots level.
🌱 Resilience and reinvention
Despite uncertainty, the field continues to adapt and innovate. More organisations now view community as integral to their strategy - a promising shift away from seeing it as just a marketing or support function.
Where Do We Go From Here?
The 2024 SOCM Report paints a picture of a field at a crossroads; embracing new technologies, grappling with risk, and working to define its long-term value. For those managing digital communities, the road ahead requires strategic thinking, advocacy, and a commitment to professional sustainability.
👉 Download the full SOCM 2024 Report now to get all the insights.
The SOCM Report has been running since 2015. Download previous reports and other deep dives in our Research section.
