Introduction to Community Management 3.0 (from Social@Ogilvy’s Community Manager)

Being the “voice” of a brand is a huge responsibility. Therefore, certain universal rules/best practices have to be in place, but at the same time there has to be enough freedom of creativity to curate interesting, fun, and valuable content. Community Managers must put the fan’s needs first. It’s not about simply posting content; it’s about posting the right content at the right time.

It was clearly established that the Community Managers are deserving of glamor and adoration. They have a complex and demanding job, and the role is evolving into much more. They have to always be plugged in, they need to come up with creative ideas for relevant content, produce the content, and then monitor and respond accordingly in a conversational way. And that’s just the tip of the iceberg.

Five Fundamental Takeaways:

1) Write like a journalist, think like an editor.

2) Be self-reflective. It’s a two-fold process.

  • Observe and listen to how people actually see your page.
  • Establish what the page stands for or what you would like it to stand for. Really think about the message and meaning behind the page that you want to convey.

3) Be an expert at socializing (online and offline).

  • Make understanding social dynamics, sociology, and behavioral psychology a top priority.
  • Utilize gamification and storytelling techniques. Share interesting/relevant news, as well as thought leadership ideas. Always remember, the ultimate goal is to create rapport with your fans

4) Be objective in a subjective way.

  • Personalize the page, but don’t get too personal. Be responsible. Always think to yourself before posting: If this post landed on the front page of The New York Times, would that be OK? (Note: make sure your inner voice’s response is in touch with reality when responding to that question.)

5) 70/30 Rule.

  • Seventy percent  of the time, you should talk about what the fans want to talk about. Thirty percent of the time, you can talk about the brand. (You don’t need a calculator for this. Just understand what it means and strategically adapt to the circumstances of your community as necessary.) – Maybe try 3 posts a day, 2 post about what the fans want to talk about and 1 post about the brand. Try it and Mix it up during the week.

Here’s a quick tip to end with. The Community Managers should personalize each post by signing their names to the post (i.e., see example below). This way, everyone knows there is a real person on the other end. This is just a tip, useful if you are in a team looking after one Facebook. 

This image was created for Social@Ogilvy’s Facebook page using Photoshop. The contemporary Community Manager should possess skills using programs like this or other free programs like Jing.

Share Or Else, Keep the Facebook Page Active.


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