Do you have a strategy in place to help manage the interactions with your social media community? Community management is key to create better engagement and ultimately more sales but without a plan in place it can be a laborious task. In this episode we will break down how to create an effect community management plan.

Key take outs from this Episode

  • Community Management is super important to help boost your sales and engagement

  • Create a structure or plan for your team to understand their role in how to respond to comments online

  • Use quick replies and messenger replies to handle enquiries faster

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The Full Transcript

(00:01):

All right. And welcome back to the gospel off social media. And in today’s episode I want to talk to you about one of the unsung heroes in the social media marketing world. And if you’ve ever worked in one of these roles, you will know exactly what I’m talking about. And that is community management or the person at the brunt of all the coals and all the complaints and all the comments. My word. All right. So what is community management? So if this is a new concept, if you’ve never heard this before, what is it? Community management is essentially that. It’s looking after the members, all of your social media community. Now that doesn’t just mean in a group or your friends, that’s anybody who follows or interacts with your pages, with your Instagram accounts, with your stories, with your adverts. So that could be anybody in your target audience as well.

(00:56):

So this is how you manage your community. You respond to their comments, you, um, you know, uh, respond to their complaints if you need to. You thank people for reviews. You make sure their inquiries are being followed up. So this is a big aspect for businesses in terms of customer service. Um, and as well in terms of you know, keeping people happy in generating more sales and more leads. So why do you need to do it? And if you haven’t put a a system or a preference or a guideline around this, I hope you will by the end of this episode. Why do you need it? Okay. There’s, there’s a couple of things going on with community management that make it super important. Number one, it’s just nice to be nice. Okay. Your customers are going to like you more and buy from you more if you actually respond to them.

(01:41):

If they have a complaint and you can deal with it in a nice kind of way. Awesome customer service. If you can, you know, help them with something onto their query, answer their question. They are going to like you a lot more for the fact that you actually respond. It’s about making your brand or your business like more human. I’m putting that customer service aspect into it. The second thing is guys, it will give you massive, massive Facebook and Instagram and LinkedIn points. If you’re actively seen on the platforms to be responding to people and their messages and then contacting you. You’re not being a very good member of the community if people are asking you stuff and you just ignore them. So it’s really important that you are responding back to comments, that you are engaging, that you are responding to messages or DMS to be seen in preference with a Facebook and Instagram algorithms and that you’re a good person.

(02:30):

And therefore when you go to advertise, you can actually experience better advertising rates because you’re held in a higher position of trust, which is awesome. And the third reason you might need to do it guys is for any legalities or legal reasons, it is still a valid means of somebody contacting you is if they send you a message on Facebook or Instagram. Um, and there are also some certain rules that come from the a triple C about making sure that you are managing. If somebody leaves a really nasty comment on one of your pages and you don’t do anything in your power to remove that, you could find yourself liable for that behavior or for that comment if you don’t action on that. Now, that’s a pretty broad description of the rules, but that is important to know that as a business you are responsible for the communities and the pages that you look after.

(03:17):

And you need to be mindful of that when managing them. So how do we do it? What is, you know, how do we actually manage our communities? So it’s going to depend on the size of business that you operate and how much interaction you receive. So if you imagine a really big brand, you know, maybe a massive retailer and multiple stores, they are going to have entire attains of community managers whose job it is to reach out and respond and triage and flag comments and make sure they get sent to the right departments. So you might actually employ somebody in the role of a community manager and a community manager will have a set of um, you know, a set of guidelines in terms of how they respond, what they say, what a good tone of voices, you know, how the brand would say this, what to do if somebody complains, what to do if you know, comments really bad.

(04:06):

And so they have a whole set of rules and guidelines that help them action and operate in their role. So that’s how big companies will deal with it. They actually employ and they actively need to employ people who can actually help them manage when the communities are very, very large. But if you’re a medium or small sized business, there are the ways you can be looking after this. Now if you’re working with, you know, a team of people, it’s really important if you’re, especially if there are multiple people on the Facebook page or Instagram account helping manage it, that you put some guidelines in place around community management. That can be simple things like comments must be responded to within 24 hours or it’s so and so’s responsibility to respond to the comments that we get on adverts or um, the way that we respond to different efforts or complaints are these different things.

(04:57):

And if somebody complains, you need to talk to this person. Just creating a nice clear set of rules or guidelines can actually help your team understand what their role or responsibility is. When it comes to managing the community. There’s nothing worse that if somebody leaves a complaint or a comment on the page and then somebody ignores it and then somebody sends a nasty comment back or something just deletes it and that customer was never actually helped. That is not going to help you business. So it’s really important that within your teams you actually have a community management plan. Now if you manage a social media page yourself or you know you’ve got a small business, it’s only you that looks off to the social channels, the best thing you can do in terms of your community’s management is just allocate some time in your day and you make it as regular things like you know, you might turn on your laptop in the morning and check your emails, maybe you check the phones, maybe you check, you know, any text messages, and then you allocate some time to check your social media accounts.

(05:56):

Check your Instagram for Dan’s, check your comments and your posts, check your Facebook notifications if anybody’s messaged you or comment and then check the notifications in your adverts as well to see if anybody has responded or commented on your adverts and your posts there. And that’s it. It can be really nice and simple to make sure that you’re staying up to date with that. So if you’re a small business and you’re managing it on your own, just allocate some time in your day and get into a good habit of doing that. Now, there are obviously some great tools out there that help you manage your communities a lot faster and give you some options there. So one of the tools that sits inside of Instagram is actually called quick replies. So if you find that you get a lot of people deeming you the same type of question, uh, you can create what’s called quick replies.

(06:44):

And a quick reply is instead of saying, Hey, I’ve got to type out the whole, Hey, thanks for your inquiry. And now if you go to the website, you book here, you can just write, okay, answer number four or number four. And that will then send and fill out pre-populate that reply, which you know you send all the time. So if you find yourself getting the same sort of inquiries on Dan, you want to wait to speed that up, set up some quick replies for your business that you can respond to that way. The other thing you can do with this guys as well, and it’s a little bit more laborious but it does work, is to save a couple of these quick links or these things into a notes or a captions file either on your desktop or on your phone so that you can just copy and paste the information instead of having to hunt for it again and again.

(07:24):

So it’ll make it a lot faster for you to be able to manage these things. Now on Facebook, on messenger, they have the same thing. You can actually respond. You know how quick responses are, quick reply set up within your messenger platform, and this is exactly what a messenger bot is designed to do. So if you have a chat bot, it is a perfect first line of defense in terms of if somebody messages you or you want to start sorting out how to deal with that customer inquiry. That’s the kind of thing a chat bot can be trained to do. Now, if you’ve no idea what a chat bot is, we have two very awesome episodes back in the catalog of the gospel of social media with Ellie Harley from nudge marketing and she’s the absolute queen of chatbots. And she’ll explain all about how they work and we go into those in a lot more detail in those episodes.

(08:11):

So feel free to scroll back and find some awesome content there, but your chat bot can help you with your customer service by helping manage comments and responding to people when they come in or just even setting up instant replies within the Facebook messenger system can help you manage the comments and the content that comes in all the time. Um, so super, super important that you actually find ways to do that so that you can respond quickly, that you have set replies, that you know have to deal with these things so you’re not having to spend all of your time doing that. You can also as well guys, if somebody does leave you a nasty comment or anything like that, remember you should have a system or a set up in your business about how to deal with that too. Remember, you can delete comments.

(08:56):

It’s better if you report them and you hide them so that Facebook knows why you’re not responding to that person. Um, and it can also track or flag that person for inappropriate behavior. You can do things to protect your page, like set up on filters or blocks so that certain words, um, outside of the profanity filters, which obviously block swear words and things like that. But if there are particular words or comments that you don’t want use around any of your posts, you can add those into a list of blocked words. Um, that will prevent people from saying certain things to you. So the comment can be posted, but it will be hidden straight away. It won’t become public. So those are some things you can do as well that will help you quickly manage your community and manage some of those complaints or you know, manage some questions and things that you have coming in.

(09:45):

Community management is super important guys, whether we like it or not, our social media platforms, our customer service channels. So just because you’ve got a customer service email and a department that deals with it doesn’t mean somebody’s going to use it. They are going to send you a DM, they’re going to comment on your video that’s completely unrelated on Facebook and they’re going to find any way they can to air their grievance or to ask you a question or to get involved that way. So be prepared for the fact that customer service has changed with social platforms and that your customers do want instant access and instant advice. And yes, sometimes they just want to complain in public about you. Um, but that’s just a part of it. And it’s better to have people that feel that they can interact and be part of the community.

(10:29):

And it’s far better customer service to actually deal with a complaint in a nice and professional manner on your page than just to ignore it or delete it completely. So community management is super important. It’s something you should put into place within your business. And if you do, as always, guys, have any questions, comments, feedback, things that you would like to know, feel free to send us a PM or a damn. I promise you we’ll answer. Um, send us an email or head over to flow social.com.edu for any more information and I will chat to you next time.

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