In today’s highly digital and connected world, it can be strange to think that people can still feel disconnected from others.
With so many people communicating online, it can be difficult to truly connect with others and ensure that you are clearly conveying your message.
The same goes for personal relationships as well as business relationships, more precisely those between the brand and their audience. What brands really need to succeed online is a sense of community, and with it strong community management.
If you’re new to the game on social media, you may not know what community management is or where to start. Community management is described as “how your brand uses opportunities to interact with your community on public Internet spaces. ”
Imagine when you personally scroll through Instagram and comment on a brand post and notice that the brand has liked and responded to it. This helps to create an authentic connection behind the brand, creating a relationship between the brand and its followers. These types of interactions help to stimulate interest in your audience, helping your followers feel seen, heard, and appreciated.
Why is community management important?
Now that you know a little more about community management, you may be wondering why your brand should engage with its audience at all. What community management really comes down to is creating new opportunities to interact with your brand’s followers on social media and build its online presence as a whole, whether it’s user-generated content, exclusive follower insights and more.
First, brands need to establish community managers to create the tone, voice and human element behind your brand. No one likes to communicate with a robot, so it’s important that your companions feel connected to the person or people behind the organization.
Get feedback from your customers
Through community management, your brand can gain insight into your audience’s content preferences. This helps your brand better understand its audience and assess interest in upcoming projects, products and more.
For example, many brands use a survey on Instagram to ask their followers questions about the type of content they like to see or guess what the upcoming launch or new product might be. This gives the brand audience the opportunity to feel involved in what the brand is saying and doing, while providing extremely useful feedback for the brand.
Provide support for audience members, followers and customers when needed
Much of community management is customer support and success. There are a few simple ways to think about customer support and success in terms of community management – like a forum, a FAQ section on your brand’s Instagram page, and more.
This way, your customers can help themselves (and each other) communicate with your team members, locate all the resources they need, and review frequently asked questions at any time.
On social media, customers often comment on brand announcements when they have problems or will send a message directly to their account with any questions. Brands can then see exactly who is contacting them so they can intervene and provide the best possible help. This keeps things simplified in your brand community and solves problems in real time.
Increase brand awareness among your target audience
The more conversations your brand has online, the more relationships you build with potential customers. Use each interaction as an opportunity to better understand what your customers are looking for and what is currently worrying them.
This in turn increases awareness of your brand as you build a diverse group of followers who are genuinely interested in what your brand is doing.
More importantly, new consumers are more likely to find your brand through social media as many comments, posts, etc. as possible. contact social networks to discover the brand – which means that while these consumers search different social media platforms, they are more likely to discover your brand and interact with it!
How to get in touch with your audience
First determine where your audience lives. Is it Instagram, TikTok, Facebook, LinkedIn or somewhere else? With so many social media platforms available to consumers, it is important for brands to identify where their target audience is most active.
For example, if your target audience is older adults, you may be more fortunate when you dedicate community management to Facebook. You will want to prioritize the social media platforms that your audience is most likely to use and that will generate the most engagement.
Define your metrics
Second, determine how you would like to measure success in community management! Your brand may want to look at engagement, mention on social media, user-generated content, or even brand sense. You may also want to measure likes, comments, shares, and responses.
It really depends on your brand, however, make sure you follow the conversations about your brand outside of social media.
This will help you sharpen what resonates with your audience and whether there are any issues that need to be addressed. In addition, look closely at the same metrics over time to track progress, significant changes, and determine if community management is really working.
Build your community
Creating a sense of community around your brand is a two-way street. No matter how much you publish the original content of your brand, you have to be reactive towards your audience. Your brand can do this by using user-generated content, responding to comments, questions and concerns, generating polls and surveys, or even hosting Instagram live. The more visibly you engage your audience in fun ways, the more likely your community is to trust your brand and grow.
In addition, show your companions that you appreciate their support. Much of community management is nurturing a sense of loyalty and ensuring that members of your community feel valued. You can try to communicate with new followers and send them a quick “thank you!” message or follow who your biggest followers are and give them compliments or offer exclusive sales and content.
Keep your voice and keep it fresh
Maintaining the voice and authenticity of your brand is absolutely crucial in community management. No matter how many people are part of your brand’s community, they need to understand your brand’s voice so you can maintain it in every interaction you have with them. It is important to be honest and maintain a positive attitude when communicating with followers, instead of offering a comprehensive response to all interested customers.
What’s more, have fun with your audience! As you build your community, you can learn more about your audience and the ways they enjoy interacting with your brand and how to create the most engaging content possible.
Start building your community
Community management is a new but powerful industry. By implementing a community management strategy in your company, you will be able to create a safe place for your potential customers, followers and more to collaborate with your brand, give you feedback and connect.
As you build brand loyalty, increase conversions and sales, you can show the human side of your brand to the people who are most important to your success. Most importantly, have fun with your companions and develop a detailed strategy while learning more about them!