Christie Fidura
Christie Fidura 10 March 2015
Categories Content, Social Media

When The Community Manager Is Smarter Than The Marketing Department

You saw it, you judged it, you participated in a heated argument with your beloved about it - The Dress.

So... #TheDress. 

You saw it, you judged it, you participated in a heated argument with your beloved about it.

(My views shall remain anonymous in the interest of self-preservation.)

First, we couldn’t believe that such a stupid subject went viral. Then we realised that it was an actual issue because nobody agreed with our view.

That’s when it became clear that this was an actual thing. A real thing. The type of thing that makes Marketing departments shout "D’oh" and slam their heads on desks. Because it wasn’t a Marketing campaign.

It was posted by Cates Holderness, the Community Growth Manager at Buzzfeed. Click here to read her story.

Like all Community Managers, Cates has her finger on the pulse of what’s happening with the Community. She sees the hot topics, or topics that could become hot, and she engages with the Community.

And bless her, she created a sensation! But in true Community Manager fashion, she was just doing her job: she reposted good content, and then shut down her computer and went home for the night.

Cates’ story has proven that this level of community engagement can have massive payoff and in turn, it highlights that Marketing and Community must work together.

Marketing needs to understand what’s happening in Community for the benefit of both the Community and the Organisation. Great content and great ideas for content come from the Community (user-generated). This is not a new concept for any of us - everyone from Content Marketers to Copywriters to CMS vendors have been banging on about this for years.

Isra Garcia, clearly tired of this conversation in a blog post for Social Media Today, said, ’content is at the core, the epicentre of it all. Without it, there are no “Likes” (which you’d like); there is no traffic, no visibility, no exposure, no content, there’s nothing! You’ve been warned. Your content must be regular (minimum daily,) coherent and attractive. Moreover, it must start a conversation.’

He’s absolutely right.

The next time you run into a Marketing person in the hallway, tell him about a particularly interesting thread occurring on your forum. Tell him the numbers of people commenting and liking the post. Tell him how much engagement the post received within a specific time frame. And watch his eyebrows go up. Then schedule a meeting with him and give him an overview of your Community and your Forum. Be armed with statistics, facts and figures - as Lithium’s Chief Community Officer Joe Cothrel says, do your maths.

Marketing and Community can be a powerful ally to one another, and it’s for the good of everyone.

And after all, there’s no better feeling than being the smartest person in the room. 

Original Post


About Author:
Christie Fidura is a Senior Consultant at The Perfect Circle, helping brands devise a strategy to build community to obtain maximum market impact.

FREE EVENT: Join Digital Doughnut in London on March 31st, 2015 for an evening of networking with speakers reviewing Digital Transformation

Read More on Digital Doughnut


Check out our latest videos!

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
Instagram Contests – How to a run an excellent and legal contest

Instagram Contests – How to a run an excellent and legal contest

Running Instagram contests is a great idea! Instagram is a huge social media platform, with 700 million monthly active users. So just being active on it already significantly increases your reach and social media presence. But running contest can take it to the next level by increasing your engagement, generating leads, and making your audience happy.

Jan Zajac
Jan Zajac 15 August 2017
Read more
What is a CMS?

What is a CMS?

You’ve heard the term CMS, but what is it, what does it actually do? A CMS empowers you to get your companies' message out there, internally, externally or both.

Sean Hargrave
Sean Hargrave 14 August 2017
Read more
Twitter: The Complaint Box?

Twitter: The Complaint Box?

Twitter has proved to be a vastly versatile platform over the years – but has the facilitated interaction between brands and customers turned it into a complaint box?

Teodora Miscov
Teodora Miscov 18 August 2017
Read more