How Community Management Specialists are Shaping Social Media Management

What is the point of social media marketing? At its very core, its essence is driving word-of-mouth engagement between people. A well-managed community talks about its interests, its fears and loves, and its aspirations regularly. Whoever is managing these dozens of individual conversations are in a prime position – literally – to listen and understand otherwise inaccessible conversations.

1. They are the first to know anything. – In a game between big brands to outdo each other in creating word-of-mouth buzz, having the first word, action, or move in sets an immediately high standard. Crises can be nipped at the bud while it’s still brewing (by listening to increasingly negative sentiments) and good news can be amplified by repeating actions which work (such as successful Facebook status updates).

2. They control the brand’s entire reputation. – Whether brands/companies like it or not, they are at the mercy of their community management specialists. The uber-social world we live in now can spread bad news quicker than ever and a mistake (purposeful or not) published even for a split-second can cause severe damage to a brand’s reputation. On the flip side, a caring manager can literally drive positive conversation on his/her managed assets – creating powerful word-of-mouth engagement between people.

3. They are the social media world’s ‘ubermensch’. – Community management specialists are the unique hybrid between three separate and esteemed disciplines in marketing. They must possess the creativity of copywriters and artists, knowing exactly what to write and what image will go well with it to make his/her community go wild. They must have the personalities of PR specialists, as community management increasingly resembles customer support and -relationship management. Finally, they increasingly have the thought-process of a strategic planner, creating tailor-fit social campaigns best suited for their respective communities.

Busy Lizzie Lifestyle Management

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Finalist in The Image Magazine Young Businesswoman of the Year 2008

 

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