Today’s we have the ability to connect with buyers every day in multiple ways. Via the Internet customers are on social media, in email lists, commenting on your blog posts, review sites, requesting support and chatting in forums.
These fans, your buyers, are your community. They support you, they need and want your products and services and your collaboration with them can lead to invaluable benefits for your company. An experienced community manager will help you identify and realize these advantages in previously inconceivable ways that will pay dividends for years to come.
Community Management – The Many Advantages of Leveraging A Community
A community manager is able to see the potential benefits of conversation beyond simple dialog. They have an innate empath ability that allows them to understand how both sides of an issue feel, and use that knowledge to create win-win solutions for everyone.
They can anticipate the needs of the masses, fully understand wants and desires and direct these energies into efforts that produce a sense of harmony and progress.
In short, a community manager juggles the demands of your audience while leveraging said audience for growth opportunities for your company or cause.
A community manager looks past mere chats, comments, and reviews to see:
Product/service feedback for marketing, production, and sales – The greatest feedback can be used as testimonials on your website, in social media ads or posts, and in email marketing campaigns. Further, the feedback gives your design and production teams input on features to improve on your roadmaps.
Opportunities for improvement in onboarding, product design, marketing campaigns, sales targeting, support and retention – By constantly empathizing and talking with members, the community manager will get a better idea of why members join (to help the sales process), what they like about products/services, and how to improve onboarding.
Interest from influencers and businesses for possible partnerships – Having your own community is the perfect way to find influencers and partners who have an interest in your company and the ability to work together. If they are already active, they are much more likely to be interested in a joint venture.
Complaints that can be turned into evangelist members – A part of community management involves handling complaints and issues for members. A community manager has the ability to work with the member to not only fix the problem but turn them into an active word of mouth evangelist.
Content needs for courses, blog posts, and video assets – A huge part of community management is writing and having the ability to communicate clearly with members, superiors, partners, etc. Additionally, content is a major part of what is delivered to the members, a community manager has to be able to write content, plan courses and podcasts, and bring all of the necessary resources together.
New ideas for products, services, and education that will further support other company initiatives – With all of the people your community manager talks to, along with the resources they are constantly accessing, they will come up news ideas for the members, community, and business regularly. With the proper amount of autonomy, they should be able to work with other departments to bring these ideas to life.
And with all of these possibilities, a community manager has the ability to work among other departments to support them in using the community in more successful projects.
Further, the community manager will initiate programs that support the company with:
- Market research to see how your proven fans or audience will react to projected changes, improvements, and offerings.
- Beta testing any new features for finding bugs, analyzing the success of a new design or navigation, or changes to customer support.
- Campaigns to back marketing and support among the community in efforts to reach their goals.
- Building relationships among all levels of community that will lead to collaborations for company growth.
- Website and social media content sourced from or created for the community to use in marketing.
- NPS and other surveys to better understand the needs of your most active members
- Evangelist programs for super supporters who drive word of mouth marketing
- Email newsletters to community members with new and interesting content from the company
Community Management Produces Results
Numerous companies are now utilizing the community approach because of the many benefits. There’s nothing like having immediate access to your most loyal fans. For example, Facebook, Google, Airbnb, Twitch, GoDaddy, Duolingo, Toyota, eBay, and Wikipedia all have community strategies and some have multiple communities.
Marketplaces like Airbnb and eBay communities for buyers and sellers. Software companies have communities for support, networking, freelancing, and learning.
There are numerous ways to utilize the skills of a community manager, no matter what type of business you have. The point is that every company has a community and without a community manager, you are missing out on the benefits that come with having one.
If you’d like to discuss community possibilities for your company, I’d love to help, message me here.