Community Management
Community management covers the ongoing care of the people who interact with a company on social networks: answering comments, handling messages, guiding discussions and feeding responses back into the organisation. It is a communication and service task, not merely publishing.
In practice
The most common mistake is scheduling posts and then never looking again; unanswered comments put prospects off more than a rarely updated profile does. Set fixed time slots, for example twice a day, and define who takes over during holidays. Prepared answer blocks for recurring questions about prices, opening hours and delivery times help, but should be adapted individually, because copied replies are quickly spotted. Budget for ongoing effort that many businesses underestimate: over a year, responding often costs more time than creating the posts.