A guide to making your community management stand out
22nd December 2020
Community management is all about connection. It’s about giving an audience a sense of community. Within a digital world, it is businesses and brands which are now building community, by drawing audiences together based on their common and shared characteristics – using community management tools. Central to this is authentic relationships both with their customers and followers, and with their employees and partners.
Brands use different opportunities, most fundamentally online, to network and interact with their audience in a way that builds not only their sense of community, but also the power and size of the community.
Community management is the way that brands build and retain control of these communities, both with customers, or with employees. It’s how they manage the interaction between themselves and between the individuals that make up their community, for example, creating meaningful conversation with people who interact with their social media posts. Community management tools are the way that brands can manage such a largescale, digitally diverse situation.
However, community management doesn’t just happen. It requires a community management plan.
There’s a huge amount of variety when it comes to community management. A lot of the variation probably comes down to those businesses that use social media community management tools versus those businesses that wing it, or bounce off social media responses and posts in an ad-hoc fashion. Those who use community management apps are always going to find it easier. As we said, your community management plan matters.
Let’s start by looking at some examples of where brands are getting it right.
Tesco Mobile is a good example that has nailed its interaction with its audience on Twitter. Their posts are immensely engaging for their 85k followers. Yes, the audience jump in to engage with competitions, but look a little deeper and there’s a very human interaction between Tesco Mobile and individual customers if they send a Tweet, and it reminds you that there is a person behind the account. Not only that, but Tesco have also been known in their time to throw some unsuspecting curve balls to trolls, much to their advantage.
Innocent is another brand that is winning when it comes to community management on social media. Again, you can sense the persona of the brand in each and every comment and post. They dutifully engage with everyone. A great example is how they took some potentially negative feedback, responded, and made it a really positive interaction by saying:
“We tried cocoa beans and we're sad to report that they didn't really taste like chocolate, Mary. They tasted more like beans. And not many of you were up for drinking beans in a bottle last time we checked.”
From these examples, it’s possible to begin to understand why community management matters. There are a huge number of benefits to using social media community management tools for individual brands.
Benefits of community management include:
- Feedback: Social media community management tools and community management apps can help you manage and monitor feedback as it comes in. These are real conversations with real members of your audience, not impersonal data.
- Customer support: Your customers increasingly want and expect real-time responses. They want quick action, at the very least, and they want to be heard. Using community management on social platforms allows you to direct customer support and respond in a positive way.
- Awareness: Why should someone follow your brand if you don’t engage with them? If they can see that you engage with others like them then they will become an engaged audience member too. Their awareness of your brand values will gradually increase.
- Understanding: When you build and manage a community, you get to know the persona of your audience. You learn about what they are looking for and you can set about strategizing how to meet their needs.
- Personalization: Individuals are increasingly expecting personalization. By interacting with your community on a one-to-one basis, individuals feel like they matter.
- Value: With community management, you show your audience that they matter beyond a sale. This in fact fuels their loyalty and is more likely to result in a conversion.
ContentCal Respond is one of the most useful social media community management tools. It allows your team to quickly and easily see, manage, and respond to social media conversations through a centralized inbox.
ContentCal Respond is one of the best-loved features of our tool, turning ContentCal into one of the best-loved community management apps. It enables you to:
- Engage with your audience and assign conversations to relevant team members, as well as categorize posts by topics.
- Set priorities so that you can always address the most important conversations first.
- Dive into profiles so that you can understand who you are communicating with and as such create a personal experience.
- Discover the best times to post and use saved responses to make certain replies easier.
Doing community management well, and using social media community management tools effectively, is rewarding for the organization in a myriad of ways.
On social media itself, there are rewards such as being marked as having a fast response time. But the rewards go beyond this. Importantly, you build your brand’s character and values, at the same time as building your audience. Your reputation becomes firmly rooted in an exceptional brand image.