The Importance of Community Management
Community management is all about how your brand grabs opportunities to interact with your community in the online world. Your audience is likely spread out across the internet: Facebook, Twitter, Instagram, Snapchat, TikTok, YouTube, Pinterest, LinkedIn and whatever the next craze might be.
There are so many reasons why community matters but for us there are 5 key reasons why all brands should be proactively engaging their online communities:
Customer retention: Make loyal customers come back again and again.
Attract new customers: great community management attracts new customers.
Protect and improve brand reputation: Customer management is key.
Identify and convert sales leads: Help drive sales to the brand.
Boost engagement: Interact and engage with the online world.
Brands that don’t have a community moderation plan, or indeed a community manager, miss out on opportunities to manage customer complaints, turn customers into fans and win over potential new customers. A strong example of not taking community management seriously and backfiring, are upset customers who will vent their anger towards the brand you are representing. All it takes is a single customer to express their frustration, whether it’s through sharing screenshots on Twitter, or in the comments they leave behind on a Facebook post, if someone isn’t there to deal with this, it can be damaging to the brand.
As a community manager at Bridge & Tunnel, I have found that the most important part of community management is proactively engaging with customers and influencers. To do this, I use a variety of tools to help identify, listen and but also contextually analyse the types of conversations that are being had about our clients. The second part of what I do is ensure that I authentically respond to the customer and ensure that my response is accurate, helpful and is tonally on-brand.
#NugsForCarter is a great example of what can happen when community moderation is managed expertly. By watching and engaging in the right way at the right time, Wendy's community manager, produced, a viral movement that resulted in at the time the most retweeted tweet.
From one community manager to another, I salute you.
Link to tweet: https://twitter.com/carterjwm/status/849813577770778624
Community managers, are important.
BRB, replying to a customer.