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.
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