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Successful community management
7. 11 tips for successful community management
Good community management offers both sides - the company and the community - added value. The following tips will help you achieve this.
- The right language and tonality
Communication is the be-all and end-all in community management. Even if the tone of the users on the Internet can often be rough, the community manager should always objective, factual and polite stay. He can and should communicate on an emotional level by responding emphatically to the user, but he must never let his feelings get carried away with unprofessional comments. Irony and sarcasm can also be easily misunderstood online.
Communicate at eye level with users - even if you do not share their views, the problems or criticism are unjustified - you should never treat the user from above.
Adjust the tonality to your target group and the chosen platform. On Xing or LinkedIn, for example, people usually say something, on Twitter or Facebook they usually use it.
- Create a positive atmosphere
A positive and respectful atmosphere within the community makes it easier for members to get actively involved. Clear rules and a netiquette create good framework conditions for a pleasant communication atmosphere. These rules must be consistently enforced - point users to the netiquette and, if necessary, delete comments that do not correspond to it.
- Motivate, not just react
The Community Manager not only reacts when questions or problems arise, but also interacts with the community and motivates them to participate. Ask users for their opinion, bring up current topics as a basis for discussion and start surveys.
- Show personality
The community manager gives the company a personal touch, making it more approachable and more human. Therefore, he should also show his personality - and under no circumstances answer with ready-made or exchangeable messages. The users must be able to recognize that a completely normal person is answering them, with whom they can ideally identify. In this way, the user places more trust in the community manager and the inhibition threshold for rude comments increases.
- Quick reactions
On social media, users expect a quick response. Long response times are a no-go on Facebook and Co. and, above all, critical issues with escalation potential have to be intervened in good time. In order to be able to react quickly, the community manager must have sufficient freedom of choice.Lengthy coordination processes are out of place here. Sufficient trust must be placed in the person responsible so that he can act independently.
- Know the community
Often, returning users are the ones who get involved the most - in both positive and negative ways. While loyal supporters should be valued, it is also helpful to identify the troublemakers. The better you know your community, the better they can respond to it. You can record frequently interacting users and their idiosyncrasies in a list, for example, in order to keep an overview. There you may find valuable information on how to best respond to certain users.
- Implement feedback
Community management offers you the great advantage that you receive direct feedback from your customers. This can also include information about what they want or how an existing product could be optimized. When you implement this feedback, you not only create products that better meet customer expectations, but also You also show your customers that they are being heard and that their opinion is relevant.
- Integrate community management internally
Operational community management should ideally be carried out internally in a company and not be outsourced to agencies. External consultants and agencies can never know the company as well as their own employees. However, the expertise of the relevant agencies is helpful in developing strategies.
- Fixed contact person
A wide variety of questions can come from the customer, some of which the community manager cannot respond to directly because he lacks the necessary knowledge. Instead of responding vaguely or with half-knowledge in such cases, he must be able to To ask the relevant department for the necessary information and to receive it quickly. An effective process is created when the departments concerned define a responsible person as a permanent contact, who in turn has to react within a specified period of time.
- Tools for structured work
Management is very complex, especially in larger communities, and on social media it can quickly happen that inquiries or comments are overlooked. There are several ways to prevent this Tools that simplify structured work. Tools such as Hootsuite or Facelift are suitable for general social media management with functions such as planning and publishing posts, managing social media accounts and options in the areas of monitoring, analytics and advertising.
SocialHub is especially suitable for community management. In addition to managing channels and scheduling news, you can here Tickets for service and support inquiries that can be assigned to employees of the CM team or other departments.
- Dealing with crises
Mistakes happen and can make waves on social media. Therefore, you should define measures in advance for a potential shit storm. Ask yourself the following questions:
- What can happen? Which topics hold crisis potential?
- How should you react? Who reacts?
- Who else needs to be informed?
Create specific workflow plans or checklists for dealing with crises. Monitoring enables you to identify emerging shitstorms at an early stage. Then one thing is especially important fast reactionand authentic communication. Take responsibility, stand by your mistakes, and show genuine regret. Keep the followers up to date and post new information regularly. Even if the problem cannot be fixed directly, it is important to communicate that you have identified it and are working on it.
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