From the above case study Requirements Read the give information deeply and Drawing conclusions refers to information that is implied or inferred. ... Using these clues to give for deeper understanding And provide the details Conclusions

1. WHAT IS COMMUNITY MANAGEMENT? Community management can be best described as a complex term, which includes variety of management basics, as well as networking skills. It is a combination of data analysis and strategia inputs for supporting social media strategy, social media campaigns and social reporting, both long- term and short-term engagement. To simplify, it is a mix skills and knowledge needed for a project, which depends on nature and the purpose of the community. Community management has been treated as a special business direction since the huge expansion of social networks, so today almost every company has its own account on Facebook, Twitter, Google etc. (Gentio, 2012) Community management is a kind of job direction which is not clearly understandable in Serbia thus is not developed. Sull, employers realized that communication with customers is one of the top priorities in their business and that shouldn't be ignored. The most appropriate person for this position is someone who understands the policy of a company, mission and Vision, who has information about company itself, but at the same time has marketing skills and creativity. It is important that person patient and capable to answer to all questions customers have, and to take care about content of will be posted posted on some social network posts which Considering that on-line communities are really sensitive", community manager needs to be aware that every mistake can be fatal. It's important that the information we're giving is right and given on time. Besides that, it's of great importance to know when to post something on Facebook, how to reach our target groups and make them trust us. By defining essential responsibilities of a community manager we can see the complexity of that job. Besides the daily, or better say minute by minute interaction with customers, for that position is important to be "eyes and ears of a promoting brand as if our own reputation is depending on it. Not only the communication with customers is important, but also interaction with other legal clients and cross corporate agencies. Managing and tracking campaigns, coordinating different spheres of business, creating and updating daily, weekly and monthly reports, translating data into plans for revising the social media campaigns - it's only a part of job description of community manager, (Bacon, 2009) In this research focus is on Facebook influence on Serbian society in general and what is the role of community management in business purposes. The goal is to prove what kind of Facebook communication will be the most effective, when we talk about the promotion of a brand or company's activities. Considering the activities community manager has, which is primarily maintenance of profiles on social networks, here will be focus on the most common ways of communication between companies and customers in Serbia. By companies we mean on international and domestic brands and branches that exists in Serbia 2. FACEBOOK INFLUENCE ON SERBIAN SOCIETY Development of community management in Serbia is definitely rising. Community manager, as we said before, could be treated as online PR manager of a company, intermediary between customers and companies, someone who is following situation on market and with online activities is making the brand even better and more successful. Social media marketing as a business direction is trying to get people's attention, then to make profile visitors to profile followers, followers to buyers, which lead us to sales increase. Only in Serbia there are 3 milion Facebook users, which can be treated as a market with a lot of potential clients. Companies, aware of that are starting to invest in occupation known as community manager". However, we can still find a lot of misplaced pages, analytics, market tracking oto. It is of a great importance for companies to realize that the most important thing is following the user's needs and data updating, When talking about the specifics of the community manager job on Facebook, it is important to start from the beginning, to give all possible information about the company, business activity, foundation, awards, to leave a contact, pay attention to about me part - actually, whatever visitors of Facebook page give the impression of a serious business. Before all of that, it is important to create a strategy for all networks we want to operate on The Facebook situation is that a people have experienced it as more intimate social network than others, so we need to put an effort to share and post things with positive connotations. We should write simply, understandably, enrich pages with pictures, videos, applications - leave a good visual impression. Often we can unconsciously run negative campaign, in this situations is important not to argue, but to admit the mistake and to divert attention from the bad to a good thing brand carries. Statistics should be regularly monitored, content changed and adapted 7 Aparating to indicators . (Kirkpatrick, 2010)