Introductions:I’m a community manager. I’ve been doing community management since late 2005 trying to get students to events at a student center using myspace and then a few months later – using FacebookI established the Food Bank For New York City’s Twitter account mangaged the facebook account and created hashtags for fundraisers that had Gavin Rossdale, Kevin Bacon and Mario Batali tweeting about raising money and helping new yorkers in need.Now I work at a PR company, doing community management for brands like Good Humor (which involves driving around in ice cream trucks) as well as doing global community management for big, known brands like Vaseline – working with community managers all over the world making sure everyone is on brand and has the tools they need.
7am: check the channels9am: check the channels, see if you’ve gotten feedback on any questions sent around yesterday.11am: review analytics for channel1pm: post responses based on feedback from brand manager2pm: write content based on upcoming calendar, analytics and business goals4pm: check pages one more time7pm: reading article on upcoming changes to Facebook10pm: check channels one last timeHow many of you reach for your phone when you first wake up? Instead of checking your own accounts when you wake up – you are checking the channels. When you wake up, before you get in the showers.You want to flag issues if any – before brand managers, before your boss – before anyone.You also want to check the channels in enough time to get your team to work on responses – nothings worse than trying to get your boss’ attention at 5p on a Friday. Trust me – what someone tweeted is not their top priorityNighttime – that’s when most everyone is on social – facebook sees the most activity from 11p-1a – you don’t need to be online then – but you do need to close the gaps as much as possible on when people have the opportunity to comment.
Community management can be broken down into three parts –What you focus on isnt always split evenly among these three - time, budget and your strengths typically dictate that.
He’s not selling a product, he’s selling an idea. That’s the same here – you’re not selling a bra, you’re selling that feeling that the girl that wears the bra will look like a victoria’s secret model.Or that sportscar will make that guy look like an action hero.How do you know what to say?Is it different on each channel?How often can you post on each channel?A community manager’s role is to draft or drive the content on the page. You are the voice of the brand AND the voice of the consumers who follow the brand. (more on that later)
Research/Planning: Is there already a social channel in existence? Are there press materials or communications that can be used to guide the look and feel of the social channelsEach channel has different styles. What you say on Twitter isnt what you would say on Facebook.Twitter – more conversation, quicker, less professionalLinkedIn – very professional – talking about the successes of your business – awards in your industry, save the photos from the holiday party for your company facebook page. etc.Facebook- everyone’s here – going to post photos, information, product info lifestyle pieces- very much like a town square.
Think about your brand right now - give me a brand – How are they going to say hello? SUP? HI? Hello?How will they say nice? Delicious? Sweet? Would they refer to fans as fans, friends? Buddies? Sportsfans? Monsters? Belibers?Do they ask you to LIKE something? Or drop a like? Or Give us love? Or spread hope?
Using the same brands mentioned on the page before – who said what?
When creating content think about your goals.Go Back to Goals: Transparency in Procedures -Updates on Tasks or Donations (govt/nonp) Upcoming Events -Event Spaces, Appearances, Campaigns Use Moments -Brands -Lobbying for govt -How the org can helpTo begin with– think 20% products (don’t be advertising too much), 40% lifestyle/brand history and 40% moments/usageWhen drafting content – outline it – if you know you are going to write 30 days worth of content – that means 12 lifestyle, 12 usage, 6 products.Also – look at your analytics (which we’ll discuss in a few minutes) Once you have your audience – they should be dictating what you’re writing about – so if fans LOVE posts where you ask people what their favorite flavor ring pop is – then do more posts like that (but not the same post, something similar) Twitter: Chats (hashtags) Conversations ExpertiseFacebook: Campaign Status Photos from eventsPinterest: Products Expertise Nashville Music City
These brands are winning on social media channelsGreat examples of how they’ve successfully translated their brand to the specific social channel
Graphics and increasingly video is extremely important for your brand.New Layout for Facebook, debut of Vine and the recent addition of video to Instagram(If you don’t know what I’m talking about – don’t worry, we’ll get to how you can stay up to date)Start thinking about how your brand can leverage graphics or video.Are you making a PSA? Can you take an extra few minutes to add in a couple pieces for social content? Can you bend the quality? Can it be a camera phone? A recent City Harvest PSA (that aired in primetime) looked like it was shot from an iphone. Cool graphics get picked up – to get someone to share a graphic – the graphic needs to resonate with the fans, make them not only like it but feel like its part of who they are and are willing to display it on their pages.
Questions on Content?
Now that you’ve got your content going out – how do you monitor it?When do you monitor?What do you think?
Back to the golden rule.Timely manner is different for each channel and each brand. But a good base is within 24 hours for everything. Ideally, during 9-5 – youre responding much quicker.You’re monitoring for the good, the bad, the ugly and the awesome.Lets start with the bad and the ugly.
Remember that golden rule?Social Media is always on – but that doesn’t mean you need to be checking always. Set perameters with your team. How frequently will you check? When you see an issue, flag immediately. Set up a procedure to get all the stakeholders involved. (legal, PR, consumer services, Research and Development)Know when to respond. If you can’t fix the situation or redeem the company and if it’s not a factual mistake – then negative – not always the best thing to respond. Always respond to positive comments as long as they are on brand. (someone saying ironing while wearing the shirt is best with your product – but you have a huge warning on the iron saying don’t do that –then don’t respond)
A crisis is a situation where your brand doesn’t have control over the way people are talking about you. (Typically negative)What do you do? Its highly likely you are going to be one of the first to notice the crisis because of the nature of people to start tweeting when something happens. You should know ahead of time who to reach out to in case of emergencies on the team. The PR communications team will be the ones to issue a statement – once that statement is out – you’ll be able to edit for social media (or at the same time) ALL will need to be legally approved – remember – you are the voice of the brand.You should never deal with a crisis alone. You are reporting facts and numbers - all you can do is suggest speed on responses for social.
Pay attention to what’s trendingTwitter makes it easy – what’s trending – (show image) Facebook – this is why its important to be on a channelSyFy – sharknado suggestions – that’s not a response for a brand like slim fast- but guess what? Its perfect for Klondike.
Here’s an example:One Month: Need content by August 1st right? Back it up – how long will you need for approvals? One week? So everything needs to be ready by the 23rd. Give yourself two days to redo content, so submitting for feedback on the 21st. Give yourself at least a week or two to write content, so start by the 7th. Which means you need everything ready by the 7th of the month beforeOne of the things you need to know is how your content is doing? What do people engage with? What gets your content in front of enough people.
More freedom if you arent at an agency – but you need to know where your time goes.
Your Role as a
•Always respond on
brand in a timely manner
• How does your brand say
• How do they express
• How do they refer to their
• How do they ask people to
Who Tweeted It?
1. ―Dudes, you know you’ve been jonesing for
2. ―We’re already halfway through the work
3. ―You can’t have a #HumpDay without
4. ―The foil’s so bright, it’s gotta wear shades.‖
Be mindful of your brand
• Product Love
• Upcoming events/Brand
EVERY POST IS
Building Your Voice:
How would your brand sound if it were at a dinner
What are your goals? How can you creatively
Every graphic is an opportunity to share your brand
The most important rule for a
community manager is to
always respond on brand in a
• You are on the front lines—your response is
often the first brand voice the consumer
• Create an issues document with FAQ and
determine how to flag issues to the
• Always use legally-approved language
• REMEMBER: You aren’t always going to be
able to change someone’s mind, but you may
change their next choice.
What do you do in a crisis?
Measure the BANTER.
You are not alone.
The data will shift.
Know what you are looking for
FITS FOR WHAT
• Set a plan for how often you are going to
check the channels
• Remember the golden rule
• Always stay on brand
• Set a plan for how to deal with issues
(remember you are not alone)
• Always look for current events or moments
in time to insert your brand (be agile)
• Set up a plan for pulling insights
• Use Facebook Insights
– Fan Growth
– Engagement (People Talking About This)
• Likes, Comments, Shares
Analytics & Insights
• Identify competitors to your brand
• Identify aspirational brands
• Follow similar brands to inspire
you with content ideas
• Monday’s NY Times
• Competitor Brands
• Facebook Studio
• Platform Blogs
• Agency Websites (Digital)
• Beth Kanter
• Facebook Lists for Brands
• Professional Facebook/Twitter accounts
• Serialized Content (Fan of the Month, Wow
• First thing. Before you check your email.
• If you’re just starting out – track how long it
takes you to do something (toggl)- clear lines
to signup forms (how did you hear about us)
Tips & Tricks