Article

Faizan Syed
Faizan Syed 1 December 2015
Categories Content

Rethinking #Community #Management

Memorable experiences need to be the focal point of producing higher quality content, which millions of people see every day.

It’s no longer enough just to be operationally excellent by tossing new posts every day. Memorable experiences need to be the focal point of producing higher quality content, which millions of people see every day.


The demands of the digital consumers are growing from their favourite communities (websites, social mediums etc.) What is expected from the communities is to tailor their content to the digital consumer at the best time, to help them decide make informed decision for their online purchase.

Foster vested users


Digital practitioners have often considered the pillars of community management to be motivating people to take action: liking, sharing, commenting, etc. But more often than not we have seen communities push for obtaining quick followers or drive traffic to their site by offering incentives. Not that there is anything wrong with that. But then again you would want to aim higher than traffic. You would want/need to have vested users, who not only like your post but ultimate buy your product and have other people buy it as well. That means building relationships with each member of your audience.

And it means listening constantly in tune with what people are saying and where they’re saying it online. Those are the first two steps. Furthermore, with time digital content needs to be moderated. When businesses decide to invest in digital, they start by producing more content than they need to. Obviously, it goes without saying that it comes down to how your audience perceives it. On the other hand, if tens of millions of people are going to see each post then spending the time, effort and resources on making each experience memorable will at the very least keep you relevant and not a SPAMMER!

Think broadly and improve your messaging


The golden rule of digital management is to understand your audience and the second is to understand your medium. Figuring out what motivates users, being integrated into their online experience and knowing how to relate to them all ties into understanding user behaviour. In addition to being an enthusiastic advocate of your content, be an exemplary professional and explain to your audience how you would like things to be explained. The easiest thing to say is that your audience is stupid and should know better. But stop to say that out loud and ask whether your message delivery makes sense to you if you were on the other side?

Respect your core values


It’s a given that paying attention to how you communicate your message on any channels is important. However, it’s equally important that the social content stays true to a brand’s identity. The principles of marketing (online or offline) only works when/if consumers can attribute their experience back to distinctive brand identifiers and product story. And of course the most effective social outreach are moments of responding quickly and fun in line that can create a wider and more positive social moments for your community to convert into results.

Measuring what matters


Visits, likes and retweets are fairly hollow metrics when they aren’t put in context. And the danger is that there is an overwhelming amount of immediate data on consumer engagement/behaviours to monitor and blindly chase it for the perfect analysis. But are they really impacting the bottom line of your business? Are those retweets or likes actually converting new customers for your company? While understanding consumer interests and receptiveness is useful input but it doesn’t lead you to communicate anything useful about the brand or create a content strategy.

 

Original Article

 

Read More On Content Marketing

 

 

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Are virtual reality and augmented reality the next step for CMS?

Are virtual reality and augmented reality the next step for CMS?

In a fitting conclusion to a year many hailed as the “year of virtual reality” (VR), in December 2016, WordPress made it possible for users to create and publish VR content on any WordPress site. The change meant that users could publish 360-degree photos on their sites, and regular photos and panoramas could be viewed in VR.

Leonie Mercedes
Leonie Mercedes 16 October 2017
Read more
These 5 Changes Are Coming For Your Site in 2018. Are You Ready?

These 5 Changes Are Coming For Your Site in 2018. Are You Ready?

Let's face it, the Internet is ever-changing. Some changes you can’t predict: at the start of 2011, no one realized that responsive would practically be a requirement by the end of the year. But some changes are known and scheduled. Let’s look at some of the biggest changes that may affect the way your company communicates through digital channels.

Mike Norman
Mike Norman 13 October 2017
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in this article. Check out the complete list!

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more