Do's and Don'ts of Community Management


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Do's and Don'ts of Community Management

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Do's and Don'ts of Community Management

  1. 1. DIGITAL IN A FEW WORDS1.2 A branding and retention tool -Social Media as a brand persona -How to humanise your brand - Community Management
  2. 2. Social Media as Brand Persona “Your brand is what people say you about you when you’re not in the room” –Jeff Bezos
  3. 3. Social Media as Brand Persona
  4. 4. The 6 Engagement Elements
  5. 5. #1 Valued What a customer feels when he knows he can expect a company to go out of its way to support his needs, and knows that the company values his business.
  6. 6. #2 Efficiency When a company respects a customer’s time and energy, and promptly addresses his or her needs.
  7. 7. #3 Trust When customers feel confident that a company is credible, and will handle engagements honestly, sincerely and transparently.
  8. 8. #4 Consistency Achieved when customers feel a company is uniform in things such as policy, attitude, communication, and messaging.
  9. 9. #5 Relevance Achieved when a customer feels messaging from a company is interesting and applicable to their needs.
  10. 10. #6 Control Manifested when the customer can determine if, when and how a company will communicate with him or her.
  11. 11. Humanizing through Social Media Humanizing the brand simply means to interact with your consumers on a personal level.
  12. 12. But How? Start by shifting the way you respond to your consumers, particularly through social media.
  13. 13. DIGITAL IN A FEW WORDS1.2 Do’s and Don’ts of Community Management
  14. 14. Do #1 - Describing Who you are Give them the story of who, what and why and make it simple.
  15. 15. Do #2: Humor them
  16. 16. Do #3 - Let people know who they are talking to Introduce your community managers, this makes them more real and builds trust amongst your customers.
  17. 17. Let people know who they are talking to
  18. 18. Do #4: Let your staff talk about you Let your staff show what you guys do together as a company. From an employee’s viewpoint, they think you are sincere and they care.
  19. 19. Do #5: Be human once in a while Forget about being a Marketer, take off that hat once in a while. Experience the brand like a customer would.
  20. 20. Be human once in a while
  21. 21. Do #6: Keep Listening Real-time market insights are the core of the brand’s new media department. Stay relevant. Comments about Distribution of Sentiment for Pre- Pre-Purchase Purchase “Imgonna do my nails , multi Collection opi nude colors ! #Bored” @lilMISSDesired1, Twitter Nail Polish Neutral Experience Negative “Loving the new OPI collection!!! Going to get it Pre-Purchase Positive tomorrow” Janice Yeo, Facebook, Photo 0 200 400 600 “Damn it. Shud I get China Glaze or OPI? Cant make up my effin mind!” June Ooi,, Photo
  22. 22. Don’t #1: No Business Jargons! Business jargon makes you just another faceless corporation. Stand out by being real and sounding like it.
  23. 23. Don’t #2: Don’t Stop Responding Don’t run away from angry customers. They’re an opportunity to engage so that they can become loyal brand evangelists
  24. 24. Don’t #3: Stop Tracking! Social Media ROI isn’t hard to track with our model!
  25. 25. Don’t #4: Expect A “Gangnam Style” No such thing as an overnight success in life, as well as in social media. A truly large-scale campaign is always well planned
  26. 26. Don’t #5: Be Afraid to Break the Barriers Show what you guys do together as a company. From a corporate viewpoint, you are sincere and you care.
  27. 27. Don’t #6: Start Without A Crisis Communication Plan As a huge organization, always be sure that you have your back covered on social media.
  28. 28. Act Now, Get it Right