How to Get Into Community Management
With your social media presence, you’re probably looking to inform new customers about what you sell, and maybe even show photos of an office birthday celebration. What are you currently doing to engage with your most loyal followers and likes? Consider these statistics:
- 44 percent of brand community builders don’t have measurable goals and objectives for their community management. (CMX)
- 77 percent of Twitter users are more likely to connect with a brand after a positive interaction. (Twitter)
So what is the difference between managing social media channels and social media communities? Find out below the difference and how you can turn your social media marketing into community marketing.
What’s the Difference Between a Social Media Manager & Community Manager?
A social media manager focuses on speaking to those who are targeted recipients of your message. A community manager focuses on building relationships with those that have already done business with you.
Let’s use Twitter for an example. While a social media manager would reply back to a user from a company account, a community manager would focus on getting different users to interact with each other. This can be done through Twitter Chats, Facebook Live sessions, or other means. The community manager is focused on facilitating and moderating discussions between conversations, while the Social Media manager focuses on relationship building from the company’s account.
How to Successfully Manage Communities
1) Define What Success Means to Your Channels
What’s most important to you, generating leads or creating vibrant discussions? Figuring out what your goals and objectives are will be the first step in developing a community management strategy. Figure out if you want to solely attract visitors, or measure the conversations your company is putting out.
2) Create a Set of Rules & Guidelines
To facilitate online conversations and to ensure that no one poses something of any harm, work with others to create a set of guidelines for all community managers and other staff to follow. This can include a social media policy that includes responsible use. On your guidelines page, include information about comment moderation, standard hours of operation, and a list of community standards.
3) Figure Out Which Communities Would Work Best for Your Followers
Figuring out where to nurture your current customers can be tough. For B2B organizations, LinkedIn groups can be a great way to engage both your current customer base and any new leads that come in.
4) View The News & React When Appropriate
Your community manager should keep a pulse on news within your industry and be able to react to it when appropriate. This person should also have the ability to know what to do if there is a customer issue and provide them a timely response. Also, keep an eye on industry related topics on sites like Quora, as you may have a great opportunity to answer someone’s question about an industry-related issue. This could also become the basis of future social posts or blog content.