Damn trolls. *Eye-roll*. The #WALKERSWAVE campaign is a recent example of, sadly, not being able to trust people online. We feel for Walkers as this could’ve been a great fan engagement and growth campaign. Our condolences.
The desire for brands to grow their online communities and retain a loyal customer base is ever-growing. Social and online marketing is steering away from pure selling and conversion, and towards the idea of engaging with your audience. By building a loyal tribe, you’re more than likely going to see the benefits in the long run. A proven one might we add.
Yet for some in marketing, community management is still a mystery. Many brands struggle to justify the cost of employing someone to chat to fans, moderate their pages, or just know who their online audience. Sure, traditional marketing and paid social may offer clearer ROI and hard conversion, but what’s better than someone who knows your audience inside-out and can easily inform your marketing decisions?
A common myth with community managers is that they roam around Facebook all day, watching drama unfold, just sipping their cup of tea and waiting for someone to comment on something. The amount of times they’re asked, “so what do you do all day? Sit on Facebook?”
Community manager takes a deep breath.
The role of a community manager is much more than this.
Just to list a few things we do:
So, back to the Walkers thing. Any good community manager worth their salt and vinegar crisps, could have pre-warned the strategists and creatives behind the project. Seeing that the audience could be cheeky at best, brutal at worst, and to have a plan in place to put out any fires. This was nowhere in sight. The positive in this, is learning that crisis control and moderation is a force not to be reckoned with. Always having someone there to moderate activity can do more good, than harm.
On a sweeter and final note, community managers are the face of your business, essentially an extension from within. Your tone and presence online should reflect the culture, values and behaviours of your brand. It’s so important that you’re authentic, genuine and not trying to pretend to be anyone else.
May the [community management] force be with you. (And your business).