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Effectiveness is productivity. Productivity is skilful resource building and success in a brand.
The role of a community manager is to act as the bridge between a brand and the community it is aiming to create (i.e. a loyal audience or group of core consumers connected by a similar interest).
They should be the brand’s ambassador, engaging with potential customers and building relationships with existing ones. They are also focused on gauging sentiment around the brand, using social listening tools in order to monitor feedback and engagement.
While a social media manager focuses on the logistics of content creation and distribution – i.e. managing a content calendar, posting on social, and monitoring analytics – a community manager is focused on establishing community guidelines, as well as facilitating and moderating conversation between members.
A social media manager might post to engage customers in conversation – they’ll measure this by the amount of direct replies or likes. On the other hand, a community manager will post with the aim of getting customers talking to each other – and this will also be measured through qualitative data, such as sentiment and the level or quality of engagement.
So, we know what is required for effective community management – but what are the benefits for brands?
Community management is not simply about championing the brand, but also about listening to valuable feedback from customers. By gaining a deeper understanding about an audience and what they want, brands have more chance of attracting new customers and retaining existing ones.
With social platforms also being the place customers are most likely to express real emotions, it gives brands true insight into how their customers are responding.
Relationship building is at the core of community management. Unlike the days before social media, where one-to-one contact between a customer and a brand was rare or required speaking on the telephone, it is now an instant and expected part of customer service.
Everything from fast response times to a friendly manner means customers will feel valued, and in turn, place trust in a brand.
By creating a community – whether it’s a Facebook group or online discussion forum – brands can impact consumers on a more emotional and everyday level.
This allows companies to become more than just a faceless brand and serve a purpose based on something other than its original product. In turn, this can lead to greater loyalty and long-term success.
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