In today’s highly connected digital society, it’s strange to think that people actually feel disconnected from one another and rather lonely at times. Whether it’s personal or business, living in these hyper-connected times can tend to leave us feeling somewhat isolated and alone.
So what is it that has people feeling so disconnected from others and the companies they do business with? Perhaps a lack of community and a sense of belonging?
Brands are beginning to realise the importance of community and as a result, have begun investing in them for the sake of their customers, employees and fans. The purpose of these brand built online communities is to engage with audiences and build authentic relationships with them.
When businesses take the time to build and nurture online communities, they inevitably transition from an “everyday brand” into a “human brand” that people can easily connect with. Showing people that they care and are willing to support them.
What is community management?
Community management is the process of building authentic relationships with customers through multiple mini online interactions. Brands use these interactions as opportunities to create networks within which they can connect, share and grow with their audiences.
What is the purpose of community management?
Community management has become very popular over the years, but what makes it so special and why should your business embrace it?
Community management is absolutely critical to a business’s success today, as it works to add a human element to your brand. Businesses would do well to hire community managers to establish the voice and tone of their brand. They should ideally have someone, or several someones, depending on how big the business is, who customers can connect with on a human level.
When you have community managers who interact with your audience, not only are you able to connect with them on a human level, you’re able to gather valuable feedback and ideas through real conversations. Not to mention provide invaluable support for your audience when they need it most.
Community management allows businesses to increase brand awareness and learn about their customers. Finding out what they want, expect and need, and then responding by providing content, products, services and support.
Every brand should strive to provide value beyond a product or service to stand out, and that is what community management helps you to do.
Types of community management
There are 4 main identifiable types of community management as listed below.
1. Customer support
The first type of community management is customer support. Customer support can be in the form of forums, FAQ pages and community websites.
A forum is a question and answers community-based discussion board that focuses mainly on providing customer service and support. Brands can use forums to connect with customers, allowing them to chat with one another and ask questions. They can then provide feedback or strike up discussions about a new product or service.
Forums can also house FAQ documentation for the purposes of self-help and quick answers to commonly asked questions.
2. Product innovation and feedback
Brands can create a safe space where customers can share feedback and thoughts on ways to innovate and improve certain products and services. Community members can also complete surveys and participate in in-person discussions that brands lead.
This type of community management is great for most businesses, as asking for feedback from members of your audience can prove extremely helpful. Especially when it comes to innovating products and services. A critical part of the success of almost any business.
3. Acquisition and advocacy programmes
This type of community management allows brands to interact directly with their customers and those most excited about their business. Otherwise known as brand advocates or brand ambassadors.
Brand ambassadors or brand advocates can help build brand awareness and promote your business, products and services through word of mouth, affiliate marketing and social media.
A common way to create a community for this audience is through acquisition and advocacy programmes.
4. Content
Another type of community management involves the creation of content. Content that brands produce should include pieces that relate to their audience on a more personal level. Content that goes beyond “talking at” audiences and instead, seeks to spark authentic, insightful conversations and engagement.
Other content to include is UGC (user-generated content) that fans create. This type of content comes in all forms. Some of which include, customer reviews, viral videos that showcase your brand’s product, or high-quality images that highlight your services.
User-generated content is perfect for sharing again and again to encourage meaningful interactions within your brand’s community!
Start building your community
Community management is a powerful tool. Businesses can use it to create a safe place for customers and followers to provide feedback, bond and learn. Communities are perfect for building brand loyalty, increasing conversions and sales, and showing people the human side of your brand. So start building your business’s community today and see how your brand will begin to change for the better!
