The key to your online community COMMUNITY MANAGEMENT
Community management
Oct 29, 2014
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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!
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