Community management

The key to your online community

COMMUNITY MANAGEMENT

A community manager is the eyes, ears and voice of your social media presence. They do any or all of the following:Monitor your online reputationRespond to questions and comments directed at your

brandResearch your target audience and how they interact

onlineCreate and curate content Find new fans and followers Interact with your existing fans and followers

WHAT IS A COMMUNITY MANAGER?

All of these roles to my left are important to being successful with social media. Otherwise, you’re operating in a vacuum.

WHY IS IT IMPORTANT??????????

How do community managers stay on top of everything 24/7?

KNOW YOUR TOOLS

HootsuiteTweetdeckSocial OomphHyper AlertsSocial MentionMobile AppsGoogle AlertsNutshell MailDisqus

WHAT’S IN YOUR TOOL BOX?

Organize with verticals

HOOTSUITE

Create columns for your basics:MentionsHome FeedDirect MessagesMy Tweets, Retweeted

HOOTSUITE

Columns you may not know aboutMy Tweets, RetweetedKeyword search column (up to 3 keywords)

Product lines Geography Your brand name

Search column (great for #hashtags)Twitter lists!

HOOTSUITE

TWEETDECK

Add columns just like Hootsuite

MentionsHome FeedsListsDirect MessagesSearches

TWEETDECK

This amazing feature can be set to notify you of everything, or just specific things.

POP-UP NOTIFICATIONS

Columns you may not know about:New FollowersTrending TopicsTwitscoopLocations

TWEETDECK

Some great tools that will notify you when something does happen:

Social OomphNutshell MailLinked In notificationsSocial MentionHyper-Alerts

YOU CAN STEP AWAY!

So many apps!TwitterTweetdeckHootsuiteFacebookLinked InGoogle+

DON’T BE AFRAID TO GO MOBILE

Part of being successful in social media is to listen fi rst and then respond with what your audience wants.

KNOW HOW TO LISTEN

Forums Industry specific Interest specific

Facebook pagesLinked In GroupsTwitter

Community listsChats (#smchat)Geography

Niche social platforms

TumblrQuoraSermoParentLinkHome FarmingNingPinterest

WHERE TO LISTENFind out where your target market

is:

Listen

Engage

Grow

Analyze

IT’S A CONTINUOUS CYCLE

Listen

Engage

Grow

Analyze

Listen

Engage

Grow

Analyze

Big Picture Metrics

Number of fans and followers

Number of mentions Number of retweetsPage viewsUnique VisitorsEmail subscribersRSS subscribes

Metrics that give you more insightContent Consumption:

Impressions Post Views Talking about this Shares Clicks

Interactions Post Feedback Engagement

WHICH METRICS MATTER?

The whole point is to get users to interact with your brand right? But who wants to interact with a ________ ?

That depends on how well you’ve done your research!

GETTING INTERACTION

1. How do my users interact online?2. What kinds of content do they interact with the most?3. What are your most clicked on and viewed posts?4. What time are my users online?5. Is this content engaging or static?

5 QUESTIONS TO ASK BEFORE YOU WRITE THAT POST:

Try asking a questionTell your fans what you want them to

do (“please RT”, “Share with a friend”, “Like this post…”)

Integrate the latest trends into your brand (CDC and zombies)

Stay on top of hot topic trends

GETTING INTERACTION

Anyone remember this guy?

People don’t flock to every brand page they see on every social site. Do your research and go where they are.ForumsNiche social sitesAlready established Linked In GroupsOther fan pagesTwitter Chats

GO WHERE YOUR FANS ARE

Click icon to add picture

• Create a response policy

• Respond in a timely manner

• Be proactive and anticipate negative

feedback• Don’t be afraid of

negative feedback• Create raving fans

by going above and beyond

KNOWHOW TO REACT

Be the 5%!

95% of Facebook wall

posts are not

answered by brands

We don’t live in a perfect world! At some point, no matter how hard you try, you’re going to upset someone whether you did anything wrong or not!

NEWS FLASH!

Step 1: Anticipate what some common complaints are in your industry or with your brand and make a list.Step 2: Come up with some general response guidelines for your most common complaints.Step 3: Come up with a chain of command for reporting and responding when something is above and beyond your plan.Step 4: Respond in a timely manner, apologize and personalize the message by using their name. Step 5: Take it offl ine!

Don’t be a canned response!

HANDLING NEGATIVE FEEDBACK

Customer service issuesProduct dissatisfactionWebsite not working“Fact Checking”Off ended by your post Inappropriate comments Spam

Anticipate what some common complaints are in your industry or with your brand and make a list.

STEP 1: ANTICIPATE

How do we respond to each incident?What if something is above and beyond our plan?Who do we contact if we need more information?Who is responsible for responding?When do we delete comments?

Come up with some general response guidelines for your most

common complaints.

STEP 2: CRAFT A PLAN

BLEEP!

Who’s watching?

Who receives

the feedback?

Who responds?

STEP 3:CHAIN OF COMMAND

Most people just want to be heard, and they want to know that you care about their problem.

Rules of thumb for responding:Respond in a timely mannerApologizeUse their nameOff er to make it right Take the conversation offl ine

STEP 4&5: RESPOND

5 Reasons why:1. It sends a message that you don’t care2. It looks like you are hiding something3. You WANT to know when things go

wrong4. You have a unique opportunity to

create a raving fan5. You will gain more trust and respect

from your fans

DON’T JUST DELETE!