Before we dive straight into why your brand should be engaging with your online community, we need to understand that there is an already existing active online community out there. Social media has become a forum, accessible by everyone and they can say whatever they want about anyone they want.
You need to be aware that, if they are not already, someone is going to be speaking about your brand whether you know about it or not. This could be either good or bad publicity. Either way, don’t you think you should be a part of the conversation? That’s where community management comes in.
The role of a community manager is to manage different social media platforms for the brand. This includes speaking on behalf of the brand, creating and curating content to be posted. Community management involves not only responding to people engaging with the brand but recognizing online brand ambassadors as well. By creating good content and facilitating conversations between the customer and the brand you learn so much more about your brand and products and
But that’s not enough. An essential part of the equation is that you have to care – really care. The objective of community manager is not only to represent the brand to your community but also to also listen to their feedback and speak on behalf of your community of supporters. Community management has the potential to help the brand improve their products and services.
It’s important to carefully consider the influence and impact community management can have for your brand. Everything your brand does and says or conversely, doesn’t do and doesn’t say affects the perception of your brand. Your community has their own opinions and preferences and their own ideas. And you need to be eager to learn from them and even implement and affect change that will benefit your customers. This helps build brand loyalty.
You need to have a clear strategy for each social media platform and ensure it is executed properly. Maintaining brand loyalty is crucial; you cannot afford to implement your strategy intermittently or abandon your social media accounts half way through. Your social media platforms are your mouthpiece and communicate the brand personality. Consistency is key to showing that you care.
Finally, community management requires someone to reporting on any new insights and lessons learned in order to move your brand forward and meet the customers’ needs.