Network management and community management: two key ingredients of an effective strategy
Social media management covers the activities performed to manage and optimize an organization's presence on social networks. Monitoring web trends, planning, creating and scheduling content, and responding to user comments are all part of social media management activities.
Community management, which is a component of social media management, consists of facilitating discussions with the community of subscribers on the various social media platforms, managing interactions and ensuring proactive monitoring to seize opportunities for exchanges with other interlocutors.
Community management: Activity which consists of leading discussions with the community of subscribers on the different social media platforms, managing interactions and ensuring proactive monitoring to seize opportunities for exchanges with other interlocutors.
Network management and community management are both essential to achieving your marketing goals. With a well-planned posting strategy and a proactive engagement strategy, you're in business!
Why is it necessary to manage your community?
To shine. The benefits of good community management are numerous. To make your brand stand out as much as possible on social platforms, you must be tactful and master the codes in your interactions with Internet users. Your responses (as well as your publications) must be consistent with the voice and personality of your brand.
To showcase your creativity. Interesting and tasteful posts are more likely to appear in people's news feeds. Publishing quality content is therefore a golden opportunity for a company that wants to increase its notoriety, engage in conversation with its community and promote its products and services.
Creativity is also welcome in interactions. Winks and inside jokes add spice to the conversation and make it feel like you’re interacting with a real person, not an impersonal brand. Maintaining this type of connection is a competitive advantage today, since 56% of consumers believe that brands should be more accessible. Be brands that stand out!
To increase your credibility. In this digital age, power is in the hands of those who know how to contribute their two cents. Engaging in conversation with your community is therefore essential to building your credibility. Answering questions, providing additional and relevant information in the comments, congratulating and even apologizing are gestures that contribute to the credibility of the company behind the brand in addition to being appreciated and rewarded by Internet users.
To provide better customer service . Among millennials and rcs database Generation Z, one in five people have already communicated in private message with the company behind a brand to get help or information on a product or service . A growing trend since purchases are made directly on platforms.
This trend is also well anchored in our quest for efficiency. Shouldn't the brands we interact with respond as quickly as our loved ones to our texts and private messages? No one wants to have to call a company or interact with its chatbot. Your organization therefore has every interest in responding within a reasonable time frame, i.e. 24 to 48 hours.
The daily life of community managers
Community managers master the functionalities of platforms, including Instagram, TikTok, Facebook, YouTube, LinkedIn, Pinterest and Google My Business. Their know-how allows them to publish content and monitor and moderate their clients' accounts in addition to managing any contests. In short, the holders of this important position bring your brand to life on social networks!
Skills sought in community managers:
Speed: finding answers to questions and responding to them as quickly as possible.
Creativity: Being a bright person who has original ideas.
Effectiveness: achieving results through calculated and intelligent efforts, in real time.
Strategic mindset: prioritizing the most profitable actions, for example by monitoring the most relevant accounts and seizing opportunities to interact with them.
Flexibility: adapt quickly to unforeseen events and new practices.
Proactive mindset: planning next steps in advance.
Resourcefulness: knowing how to solve problems.
When should you hire a community manager?
Depending on your marketing goals and ambitions, you can manage your community internally or entrust this mandate to a specialized agency.
Have one or two accounts and post infrequently? Depending on the time available, your community manager can provide a basic presence by responding to comments, in a more reactive manner. With a little more time and expertise in the field, your manager can perform more proactive community management.
Do you have accounts on multiple platforms and a good publication frequency? Using a specialized agency could be advantageous. By deploying an interaction strategy on all your platforms, monitoring your competitors' accounts, drawing inspiration from best practices and seizing relevant interaction opportunities, specialists will help you achieve your marketing objectives.
Retaining the services of a specialized agency can even save you time and money, since the multidisciplinary team you will be doing business with has the necessary expertise to quickly achieve your objectives.
