Don’t let your customer community be a liability for your brand!
Marketers have more career choices and growth opportunities than they have in decades, and marketing, compared to other departments, is perceived as a hotbed for innovation. That’s the good news.
The bad news is that we’re focusing on one small slice of innovation and learning: marketing technology. If we focus too much energy on technology, what growth opportunities will we miss?
It’s no secret that community management is one of the most challenging roles for a knowledge worker. Success relies on minute-by-minute mini decisions, driven by an overall strategy. Great community managers must be equal parts therapist, improv comedian, shepherd, and Navy SEAL. Yet, being great at something often depends more on the things we don’t do, than the things we do. This is how we achieve rock-star status. And this is especially true of community management.
Here are the top 6 things rock-star community managers never do.
To succeed at social selling, to get the right crowd to your field of dreams focus on the relationship: listen, be useful, build trust. How do you use social to engage?
“We’ll use LinkedIn, Twitter, Facebook to post information and images about what we do and they will flock.”
But is it really that easy or is this a rerun of Field of Dreams?
And yet despite all the strategic planning most firms to progress or grow sales, marketing, and operations, they forgo including their digital footprint. The trend that we are seeing especially with mid to large sized organizations is that… social business activities at some firms aren’t aligned … With anything! For those firms, “doing” is all that counts. And a digital muddle is the result. Defining the audience, matching social business methods and messaging to the audience, creating compelling content for engagement and measuring success — all of these are part of the doing. But if these efforts do not advance the firm’s strategic goals? Wasted time, effort and investment are the only real outcomes.
(Social) business strategy means starting with the end in mind. To bring a firm’s brand story to life means developing a fully integrated and integrative approach. Social business activities are an electronic version of your firms identify, thought leadership, relationship and value drivers. It means looking at social business as more than marketing campaigns or a portfolio of social media accounts. Rather, it needs to offer a digital representation and manifestation of the firm’s mission and vision. To get there, the organization has to stop thinking about “doing” social business as pushing out content, grubbing for followers or searching for sensational images.
The customer journey has long been an integral part of the online community experience. Many – dare I say most? – online communities make “the journey” a key part of their mission, aiding the customer before, during and after the point of purchase or other key decision. Communities are dedicated to helping customers and other stakeholders understand, explore, question and learn about products and services. T
As part of our ongoing interview series, I had a chance to speak with Rahul Sachdev, CEO of Get Satisfaction, about his role, and vision of the future of online communities. He also shared some examples of exciting communities and what they can accomplish when customers and companies work together to solve problems and innovate. Here’s what he had to say…
It’s that #CMAD time of year again: Hooray for community managers! Let’s celebrate those digital leaders for their tireless, selfless, thoughtful work which creates, sustains and expands online communities around the world.
As anyone who has ever taken on the role can tell you, the online community manager’s job is one of the most demanding and most misunderstood in the knowledge work world.
Want to build an online community? When you understand the power of the online community, you’re bound to answer in the affirmative.