Social media community manager plays an important role when it comes to the success of businesses. They help build brand loyalty, cultivate strong customer and client relationships, and retain more customers.
They create and manage a digital community where customers can interact with each other. Customers get to talk about the brand as well as interact with fellow customers. In this community, customer work as a good source of word-of-mouth advertising for the brand. They give positive and constructive reviews and testimonials that can influence other customers.
But setting up a social media community is not an overnight thing. It takes a lot of hard work, time, and effort. An experienced, highly skilled social media manager takes a lot of work in making the community successful. He/she sets up the plan, oversees the changes in metrics, and initiate some actions to make the community more active.
It is not easy to be a social media manager. But these tips can help you become an effective one.
1. Planning is key
The secret ingredient in successfully managing a social media community is consistency. You should be consistent with your activities. That is why it is important to plan ahead. You plan your content so there is content being published at all times. Also, planning helps you see what else needs to be accomplished.
So when you are consistent with your content, your audience will keep seeing you on their feeds at relevant times. You get to have a healthy presence to keep their attention.
It is a must to create a content calendar where you outline every content you have, whether it is scheduled posts, ongoing campaigns, social media contests, and the likes. You must also set up roles and approval flows for your team to avoid any publishing errors. All your content should be double checked before going out.
2. Communication is important
Social media managers also act like customer representatives of the business. They spend a lot of time talking and answering questions of customers. Expect that there will be a lot of things that can go wrong, even though it is not your fault. It is still your job to fix it. During this situation, it is important to be calm and professional.
Keep in mind that every time you post, tweet, or retweet, reply or comment, you are not doing it for yourself, rather you are representing the brand you are handling in the virtual world.
That is why you should develop your communication skills so you can be able to talk to customers in the right manner.
The best way to avoid any disaster in your social media community is to always monitor conversations around your brand or any topics that are related to it. This monitoring is called social media listening. By doing this, you will be aware of the things that are happening and will be notified immediately if there is a problem arising.
3. Create and build brand personality
It is important for social media managers to be able to create a coherent and recognizable identity of the brand that you are handling.
Make the brand as human as possible so that customers will feel that they are talking to a person and not just some kind of a bot. Having this kind of relationship can go a long way for your brand as it nurtures engagement and brand loyalty.
You should develop an interesting and unique personality of the brand.
Take, for example, Wendy’s. Wendy’s is known for its sassy Twitter account. It is not afraid to mention and take hilarious comments at Burger King, McDonald’s, and its other competitors. Sometimes, it even roasted its own followers. This is often done in good taste and often by request.
Wendy’s method is very risky. It requires a keen awareness of your audience. But since Wendy’s know its audience, it was able to successfully create a sassy image for its Twitter account.
However, Wendy’s still lose to McDonald’s with McDonald’s having 2.85 million followers with a much-engaged audience and consistent engaging tweets.
4. Set metrics to track your success
You won’t be able to know if your plans or your efforts are paying off if you will not track it. However, success tracking for social media community is not easy and can be tricky. You can track your ROI by clicks and conversions. But the results won’t be that clear. Since the overall sales of your brand can be from a lot of factors.
That is why it is important to set goals. Track content that your audience is most engaged with. What makes them like a content, and what content brings more followers.
Other metrics that you can rely on include response times, resolution time and customer satisfaction. Since social media managers are in front of customers they can easily get information on these metrics.
These metrics can help you gauge how your whole team is performing. And you can see clearly on the parts where you need improvement.
5. Involve your audience
Aside from creating engaging content and posting them at ideal times, it is also important to understand that the best content comes from your audience. So maximize your interaction with them.
Use user-generated content or UGC.
This is a good source of content as it came directly from your audience. It is authentic and it talks about your brand from the point of view of your customers. Let your customers share their experiences, their thoughts, and views about the product. May it be negative or positive as long as it drives conversation and interaction. This kind of conversation is something you will not get by just producing your own content.
This is also the best way to interact and reach out to your customer. By reaching out to your customers, you are making your brand personality more personal and approachable.
Some examples of UGS are contributor blogs, tweet mentions, user reviews, like posts, among others.
The best example of UGS is Coca Cola’s “This is Ahhh” campaign.
6. Use your collected data
As a social media manager, you are in direct contact with your customers. With this, you get valuable information about them and how they perceive your product. Use the engagement, queries, and reviews you gathered from them.
Being close to your customers, social media community managers will have valuable information and data about the customers that other departments on your team don’t have.
One way to gather and use data is to collect and label incoming queries. Group them by topics and issues. With this process, you will be able to pinpoint some difficulties and find ways to improve how your brand responds to these difficulties.
By using your gathered data it is not long for you to have a happier, loyal and more satisfied customers.
7. Be flexible
Social media managers have a lot of things to do. And a 9 to 5 office hour job is not enough to cover all of these jobs.
Since social media do not stop when office hours end or when we sleep, social media managers should always be active. Because most social media disaster can happen anytime.
It is hard to defend your product or brand when you are offline and the offenders continue to spread negative comments on your account.
On the other hand, if you follow tip no.1 which is planning, it is easy to oversee some potential disasters that may come your way. And also you have your team to double check your content.
8. Be tech-savvy
Don’t just depend on your computer. Use your mobile. Be flexible with technology. As we have mentioned you should be able to monitor your brand 24/7 to be able to control any possible disasters. You can also use tools to help you with your work.
Being a social media community manager is not easy. It is not just another office job. It requires time, effort and skills. But it is a rewarding job. And with the above tips, it will make your life as a social media community manager a lot easier.