All too often companies launch social profiles, accounts and pages without a real plan in place. They slap their business logo and company snippet online and let it float... and then watch it sink.
Not surprisingly this isn't a good approach, and having an active role in social channels requires more than just a profile. It requires a plan, a presence, and strong perseverance. Read on for a list of things to consider about community management for social media.
1. Define Your Brand Before Going Online
Your brand is your mark and should be the beginning of your marketing plan. A strong brand defines who you are, what you do, and what your audience is going to expect of you.
Your brand isn't just your company website or logo. It's the experience people have when they share or interact with your content; be it your blog, social media channels, or products.
Define your brand before beginning any social media efforts. Ensure you know what tone of voice, level of engagement and style of content is appropriate for your following.
2. Every Missed Reply Is A Missed Opportunity
If someone's talking to you, don't be a jerk and ignore them. This is your chance to talk with your audience. You've cast your line in the ocean of social media and gasp - you just got a nibble. Now set the damn hook.
If you don't have the resources to respond to your audience, then you shouldn't invest in a social media presence because it's going to go down like a lead balloon.
3. There Is Such A Thing As Posting Too Often
Don't blast your audience with thoughtless posts. Instead, craft your messages carefully. It's always worth the extra minute, especially when you're competing for their attention.
You've heard social media compared to a cocktail party - now don't be that person talking about yourself all the time.
The whole point of social media is to genuinely be social, and share content that will benefit your audience. If you clog the stream with mundane posts, your audience will lose interest, or worse - unlike and unfollow you. So, be authentic and be interesting.
4. Prizes Are Great, But Consider The Long Term Value
It's true that contests and free stuff can garner more likes and shares across different social platforms, but the hype usually fizzles out.
Offering prizes attracts, well, a selfish audience. It doesn't really build the long-term relationships that rock your digital marketing world.
As a best practice, try to share content that is creative, informative and fun. That way, if people reshare the content, creating a tsunamic ripple effect, it's a legitimate gain.
- How To Use The Best Tool To Curate Content by Julie Deneen
5. Your Company Culture Can Help Curate Content
Stuck on content? People love to know what goes on behind the scenes of their favourite companies. They followed you for a reason, right? Why not give them a glimpse into a day in the life of one of your employees?
It all goes back to that human and social interaction. You might be surprised how many people will follow your company's journey with passion. So, post photos of your company's ping pong tournament, Friday canteen session or surprise birthday ambush - your community will enjoy it!
Conclusion
This is only the tip of the iceberg; we can add many more points to the list. What do you think is important when managing your online communities? Post your comments below!