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community management? Nicola Proud highlights the important role of the community manager

How big can you go on

Digital marketing changes all the time, but one thing that will never change is great community management. I manage several client social media accounts including Twitter, Facebook, LinkedIn, Instagram and Pinterest. Each network has different purposes and the ones you use will depend on what you want to achieve, whether it’s to drive people to your website, resolve customer enquiries, increase awareness, make new connections or something else. Community management should never be seen as a quick fix or be given as an add-on to someone’s job role. Your community manager needs to have the time to make your social networks really great.

LEARNING FROM THE LEADERS Gary Vaynerchuck is one of the top thought leaders in social media and I regularly read the content that he produces. Seeing the thoughts of people like Gary just reinforces that we are doing the right thing for our clients and helps us to keep up with changes in the industry.

A few days ago I read a fantastic Slideshare created by Gary, which took us right back to basics on community management. I love being a community manager and it was very reassuring to read that his views were very much aligned with mine – make your followers feel awesome!

His presentation title was ‘Go big on community management’. Too often people see managing social networks as a quick and easy part of the marketing mix. Community management isn’t

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“Community management should never be seen as a quick fix or be given as

an add-on to someone’s job role”

about simply answering your followers’ questions; it’s about making human connections. When analysing social media success, everyone is too quick to focus on the short term, but the real opportunity is for those in it for the long term.

MAKE YOUR COMMUNITY FEEL SPECIAL We all remember a time when someone made us feel special. As a community manager I can’t do this to everyone, or do it every day, but I look for those people who I want to love us and make them feel awesome. I want them to

tell others how great the client is. And they do! Taking a few moments to read a new follower’s bio, looking through their recent tweets, commenting on something interesting they said, or simply remembering an important event, is a way of taking followers by surprise. The feeling of surprise is addictive.

I recommend you read the Slideshare,

as it’s full of interesting statistics and useful ideas. Visit vaynerchuk/140722-human-sideoncm.

A LITTLE REMINDER OF OUR SECRET A few months ago we introduced you to our very own model on community management. Remember, there is no magic solution. Successful social media involves a lot of time and effort to make it work.

SECRET stands for Spark, Entertain, Connect, Reward, Educate and Trust. Our secret is based on an understanding of the brain and human behaviour. Your community manager needs to remember these words when creating content and ensure everything they post is achieving one or more of these words.

SOCIAL MEDIA WEEK 2014 Social Media Week takes place from 22nd

September. During the week Digital

Blonde Karen Fewell will be joining several food and social events and running her own panel on 25th

September, titled ‘How

social is changing our emotional relationship with food’, where she will be sharing the findings from an academic experiment around our emotional relationship with food.

If you have any questions, please contact or tweet @DigitalGinge 76 September 2014

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