3 Important Tips for Managing a Social Media Community
1: Embed within your community
Community, it’s not just a “social networking” site where users are required to login and create profiles. Communities can be built on Facebook, Instagram, Twitter, YouTube and even on a blog where the conversations are happening within the comments.
Here are three lessons to consider when managing a community:
Community managers must also embed themselves within the community they serve and become integrated with the community.
The result is the collecting valuable data and insights from the community members and reporting back to management. The reporting is usually feedback on how to improve the company’s products, services or business processes.
Community managers will be successful if they are authentic and leave egos at the door. Community members are smart and can see right through egos and many times they will call you on it. The best tip I can give to a community manager is just to be yourself.
2: Don’t just focus on monetizing.
The biggest mistake a community manager can make is to start screaming “one-way” marketing messages at the rest of the community. The members will do one of two things: they will either leave the community or call you out on it publicly. Both are bad for business and should be avoided at all costs.
Unfortunately, situations like this still happen today. Brands and small businesses create groups, fan pages or Ning communities for the sole reason of monetization. There may be some sales as a result, but there is little to no long-term benefit, much less repeat sales. Remember the old saying, “It takes more to acquire a new customer than to sell to an existing one.”
3: Don’t just listen, get the community involved.
Building strong customer loyalty is not just listening but also acting—embedding yourself within the community and becoming a trusted voice there. However, the challenge for every business in social media is to eventually “become believable.” And that means winning consumer trust.