With the intensive growth of social networks in the everyday life of people all over the world, it is only natural that more and more businesses recognize the need to devote time and people to maintaining their social media presence.
With social media outlets such as Twitter and Facebook customers have direct access to the brand its products, and, what might be the worst nightmare of old-fashioned companies, other clients. News travel faster then ever before making it mandatory for companies to actively participate, solve problems promptly and treat customers to the highest standard. In essence the ability to do just that has always been key to the success of any company dating as back as companies existed but it had never been so visible and accessible.
Thus, it is only natural that companies are increasingly inclined to hire someone to pay specific attention to new media often within their marketing or customers service department. This figure is commonly referred to as Community Manager and acts as a brand ambassador and direct link between the corporation and its clients. This is a tricky position to be in as loyalties should be primarily towards the clients yet a thin line should be walked between that and protecting your company's interest.
Yet, considering the state of the economy it comes to no surprise that employers would think twice before incrementing their team (and expenses) by incorporating someone with soft skills who does not exactly fit in a well established neat structure.
One of the primary reasons to search for a community manager is the desire of a business to be where its clients are, to present a human face to the customers and to build loyalty within interested communities.
Community managers would dedicate their time and efforts to monitor the online reputation of the brand while engaging and maintaining a relationship with relevant stakeholders. The presence of a real face behind the INFO email helps to humanize the company and interact at a much more personal level. Community managers know the clients and are likely to be the first ones to pick up problems or new trends within the customer base - both vital for the survival of the business.
Community managers can take care of educating your customers, answer their questions and concerns making clients feel supported at every step of the way. Done right, your community managers will establish themselves as experts in your industry which would in turn put you on top of your public's list.
Another factor to consider is the type of brand (or campaign) you’re marketing — is your brand involved in awkward, sensitive or taboo subjects that should be addressed via open
Once set to hiring a social media expert, you will be faced with the difficult task to search for and evaluate potential candidates. You might chose to promote internally. This has the advantage that the person knows your company and products well enough to be able to present them to the community. However, social media is not born its learnt and it takes quite some time to get professionally acquainted with it.
Another option many had gone for is to look for the already convinced loyal customers and chose their brand ambassador within them.
Whichever path you choose make sure that you know what you are getting yourself into. Social media is not where your children hang out anymore. It is a multi billion dollar industry which deserves to be treated as one. Make sure that your newly hired community manager disposes of the resources and support that they need.
A successful candidate should be creative and resourceful. They need to be able to multitask and stay cool under pressure. They need to posses a combination between extrovert and introvert skills which will allow them to support the conversation not overtake it. Sometimes over-excited community managers drive people away with exuberance.
Both you and your new community manager need to assume that this is not a typical 9-5 job. Schedules (especially in the teenage demographics) follow a different rhythm. It should be someone with knowledge of the industry and what the others are doing, yet with a capacity to come up with new innovative things themselves.
Make sure you plan your community manager search well. Give them time to settle in, know the company and the community before you launch that marketing campaign that you are hoping will go viral.
Conclusion
Conduct solid planning up front and establish a good balance of preparedness before hiring a community manager. Take a look at how this person is supported, create a “decision tree,” and identify the tools and access they will need to succeed.
It is important that both you and your community managers understand that the primary function of the position is not to drive the conversation but to create a friendly environment where customers would be likely to do so themselves. Failing to do so might mean a social media, marketing or even overall corporate crisis that would be difficult to get out of.
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