Why You Need to Accept Community Management Into Your Life

June 25, 2018 | Blog
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It’s no secret — social media is the hot new form of communication.

Gone are the days of sending a letter, dialing a rotary telephone (remember those?), or even sending an email. Now it’s all about sliding into DM’s, quote-tweeting, and commenting on selfies. Since the advent of social media, we have been able to communicate with whoever we want, whenever we want. But with great power comes great responsibility and brands are seeing the importance of monitoring and engaging with their online communities now more than ever.

If you were to take a peek at a day in the life of a Community Manager, you'd find out that I spend half my day scrolling through streams, obsessing over clients' feeds— and that there is a perfectly good reason for why I do this. Brands can no longer sit idly while the world talks behind their backs like mean girls in the 6th grade. Thanks to social media, brands now have those mean girls (i.e. internet trolls) shouting out gossip for the entire world to see. Twitter is Becky’s stage and she is going to use it!

So what does this mean? You guessed it. Community management. Community management. Community management. As a brand, influencer, or social media manager, community management should be at the forefront of your online marketing strategy. In fact, one study found that while around 90% of social media users have used social media to communicate with a brand, only 1/3 of all customer complaints on social media are responded to. Here are a few other reasons brands should be utilizing community management to its highest potential,

Brand loyalty

  • Answering a social media complaint increases customer advocacy by as much as 25%
  • 65% of people have more brand loyalty if a brand reaches out to them on social
  • 71% of consumers with positive social customer care experiences are likely to recommend the brand to others
  • 75% of people share good experiences with brands on social media

It pays to play

  • Best-in-class customer care causes 81% greater annual increase in revenue from customer referrals
  • Best-in-class customer care increases annual ROI by 30.7%
  • Social media customer care is almost 63% cheaper than phone support

And if those stats don't do it for you, I'll let these brands show you how important monitoring, responding to, and engaging with their online communities is.

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1. BWW Whoops

If you’ve been following your Twitter news feed as avidly as I do, you probably already know about this one. If you don’t, here’s the skinny. BWW was allegedly hacked on June 1st, 2018 and a stream of crude, racists tweets were released from under the corporate page’s handle. The result? A few uneaten chicken wings and a whole lot of public outcry.

2. Whataburger. Enough said.

Perhaps we are all just community manager nerds here at Social Distillery but we drool over pretty much anything Whataburger does on Twitter. It’s most recent win, however, practically made me Kim K cry at my desk. What did they do you ask? They sent Joe from Texas a love package, full of Whataburger goodies and a sweet note. Now, we are not sure of exactly how Joe came to be on Whataburger's radar, but what is certain is that they know how to surprise and delight their fans — even the ones with 52 followers. Talk about building brand loyalty.

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3. Chili’s Certificate of Awesomeness

I had been seeing this meme on my Instagram feed for the past couple of days and thought it was just another meme, but then, on June 15th, 2018 at 3:05 pm everything changed. Chili’s, a brand I typically think nothing of, became one of my new favorite examples of #winning. Bella Lawton received this surprise certificate from Chili's, after posting one simple tweet. Chili’s FTW.

4. Walmart

If you take five minutes to scroll through the comment section on any Walmart post, you'll quickly learn that their community management team has it rough. Endless comments, issues, complaints, and requests mean that managing this Facebook Page is no easy task, but this team does a pretty good job of keeping up with the #haters. So we say to you Walmart, keep it up.

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Social media is going nowhere, which means that it's time we as marketers, business owners, etc. accept community management into our lives. Harnessing the power of community management allows a brand, company or person to shape, shift, and steer the conversation. It builds brand loyalty, provides online support, saves money and allows companies to react to serious/potentially devastating things being said about them. It might even help you sell a few more chicken tenders or dinosaur masks. With community management in your life, the possibilities are endless.

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