Social media marketing and community management go hand in hand. It’s important to think of social media as your shop window. While community management is your customer service advisor. Therefore, this involves engaging, nurturing or cultivating an online audience, promoting growth and providing instant gratification. In fact, actively managing social conversations leads to a healthier, more engaged audience. As well as increased sales. Building and maintaining an audience as an on-going marketing strategy is vital to social media success. So, in this article we discuss the strategy and its importance to digital marketing. If you’d like to discuss this with us in person, talk to us here.
Community management on social media
Social media has become pivotal to building consumer relationships, engagement and conversation. Community management ensures your brand has a consistent voice across social networks. Nowadays, brands can’t just broadcast. In fact, social algorithms actively penalise it. Therefore, it’s vital to maintain two-way communication and build meaningful interactions with the audience. The more engaged an audience becomes, the more useful it is to a brand. Generating discussion and spurring responses, which leads to opinions and debates around a product/service. Feedback then becomes a by-product of shared opinions, highlighting the health of a community and the potential success of future direct marketing efforts. This creates brand advocacy within loyal customers, which is arguably the most powerful marketing tool in your arsenal.
Chatbots and automation
In recent years, brands have begun to utilise chatbots and automation to provide instant gratification 24/7. The automated service allows an ‘always on’ approach and responses can be coded to match brand values and feel incredibly human. Chatbot use has spread across website chat windows, social messengers such as Facebook Messenger and Twitter; they’ve become a valuable tool for customer service and CRM. Momentum Social implemented a chatbot in early 2017, have you spoken to him yet? While many believe automating community management runs the risk of deskilling; removing the human element for a faster, more reliable robotic manager.
In our opinion this couldn’t be more wrong. People are vital to the process, reflected in Momentum’s latest community management eBook. While they are useful, Chatbots are currently unable to fully understand human responses, especially in crisis comms. So, whilst they are ideal for driving app downloads or dealing with set pathways, there’s plenty left for your community manager to take care of.
Community management is now more important than ever. Momentum suggests exploring chatbots as a support function to human responses. However, a strategy utilising both man and machine will be most effective to harness meaningful interactions in the future.