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Social Media Care-Community Management Guidelines

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A Community Manager is a vital asset on social media as they get to define business objectives and also audience objectives in an organisation.

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Social Media Care-Community Management Guidelines

  1. 1. SOCIAL MEDIA CARE COMMUNITY MANAGEMENT GUIDELINES
  2. 2. WHAT IS COMMUNITY MANAGEMENT?
  3. 3. DEFINITION: “ THE DISCIPLINE OF ENSURING PRODUCTIVE COMMUNUTIES. “
  4. 4. WHAT IS A COMMUNITY?
  5. 5. DEFINITION: “ GROUP OF PEOPLE online WITH SHARED VALUES, BEHAVIORS AND ARTIFACTS looking for entertainment and educational content “
  6. 6. WHO IS A COMMUNITY MANAGER?
  7. 7. DEFINITION: COMMUNITY MANAGERS EXECUTE COMMUNITY STRATEGY AND ENSURE SHARED PURPOSE. BUSINESS OBJECTIVE AUDIENCE OBJECTIVE SHARED PURPOSE
  8. 8. SKILLS: • COMMUNICATION • ABILITY TO MATCH BRAND’S PERSONALITY • UNDERSTANDING HUMAN BEHAVIOR AND MOTIVATIONS • CONFLICT RESOLUTION • RELATIONSHIP BUILDING ATTRIBUTES: • LOVE OF PEOPLE • JUDGEMENT CAPABILITY • TEMPERED ENTHUSISAM • ADAPTABILITY • EMPATHY • FUN-INTERACTIVE
  9. 9. ROLE OF A COMMUNITY MANAGER: 1. Ensure the AUDIENCE receives more VALUE than they contribute 2. Define the SCOPE, IDEAL OUTCOMES AND BOUNDARIES 3. Facilitate disagreement and conflict in a CONSTRUCTIVE MANNER 4. Monitor, Measure & Report 5. Discourage and limit DESTRUCTIVE BEHAVIORS
  10. 10. Key things to always observe on social: • Your company name • Your products and/or brands • The competition • Customer service inquiries • Influencers • The CEO • Keywords related to your industry HOW TO IDENTIFY A POTENTIAL CRISIS ON SOCIAL MEDIA
  11. 11. • SOCIAL MEDIA is about giving a channel where the customer can INTERACT WITH THE BRAND. • The Tone of Voice should be LESS CORPORATE and MORE HUMAN. BE HUMAN! BE EMOTIVE! USE EMOJIS! TONE OF VOICE
  12. 12. • AVOID BACK AND FORTH exchanges online with an irate customer • Always call an irate customer or ask them to share their contacts. • DO NOT ask for a customer’s number before confirming on the database • ALWAYS check for SPELLING MISTAKES before responding to queries. DEALING WITH IRATE COMMENTS
  13. 13. GUIDELINES
  14. 14. • BE POLITE: No matter the discussion, while acting on behalf of the brand, be polite. The conversation may be formal or informal but as an agent of the brand kindly maintain your decorum. • DO NOT make EXPLICIT REFERENCES: No images, or inappropriate wording should be used on any of the brand’s digital platforms. • DO NOT use PROFANE or OBSCENE LANGUAGE or make any references to UNFITTING CONTEXT.
  15. 15. • DO NOT ATTACK OTHER INDUSTRY PLAYERS. Competition will be dealt in the best way the Brand knows how, offering outstanding customer service and post great results. • AS AN AGENT FOR THE BRAND. Avoid comments or updates that suggest your displeasure in your association with the Brand.
  16. 16. • TAKE NOTE OF TROLLS. Someone who posts inflammatory, extraneous, or off- topic messages in an online community, such as a forum, chat room, or blog with the primary intent of provoking readers into an emotional response. • IDENTITY THEFT: This could happen by simply clicking a link. Most of the links have a catchy line like “I found this blog saying nasty things about you, click here” others are offers “for more followers click here”
  17. 17. SET CRISIS THRESHOLDS Steps to determine the threshold for the volume and sentiment of mentions online: • LESS THAN FIVE NEGATIVE MENTIONS PER HOUR: Continue monitoring closely. Compile a report for senior management to review at the end of the day. • MORE THAN FIVE NEGATIVE MENTIONS PER HOUR: Begin taking note of the current situation. • MORE THAN 10 NEGATIVE MENTIONS PER HOUR, FOR MORE THAN THREE CONSECUTIVE HOURS: Contact the team and begin officially rolling out the social media crisis management plan.
  18. 18. END

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