Turned by definition to others, the community manager is creating content for it’s fans having an interest in the products, services or universe of a brand.
He therefore communicates with them in a real dialogue. It will take you to be effective in your digital communication strategy to understand your audience, think and act like them.
Put aside your personal tastes and your ego potential to serve your audience.
Learn all about how to create engaging content for your audience on social networks especially onFacebook.
#1 THINK LIKE YOUR AUDIENCE
As you probably know, on Social networks more than elsewhere the reactions of Internet users are sometimes surprising.
These actions are generally challenging us not so much by the potentially provocative remarks they might imply, but for the great majority because we have not been able to predict them.
It is therefore the unpredictability of the reactions that pose us ‘problem’.
Thus, if it is obvious that you will have to propose content in line with the interest of your fans (think of the study of your personas), it is futile to seek to anticipate their reactions.
A classic case of this situation is to spend time creating the perfect visual, the ideal editorial content and make sure to post effective schedules. Everything should roll, but no. Despite an evocative title, hard-hitting content and a call to action nothing happens.
If this happens to you ask, breathe and above all keep in mind that you are as community manager the leader of a community and not the community itself.
Review your previous publications with a critical eye and you may find that the most effective posts are not your favorites.
And yes, this is one of the biggest challenges for the community manager: you must be able to put yourself in the shoes of your audience and sometimes leave your sensitivity and your tastes if they are not in agreement with those of the community.
And in this case, what will make the difference between two professionals will not reside so much in the technical skills, but in their capacity or not to show empathy.
So be attentive, open to your users and ask them from time to time their opinion on this or that topic.
#2 GIVE A TONE TO YOUR PUBLICATIONS
The pace of publication will obviously be depending on your target (B2B, B2C), your industry and other criteria. If for example you are in the press sector, it is obvious that you will have to produce and offer your community content very regularly … This is far from the case for a restaurant for example.
Your publication and distribution schedule should also be built in accordance with the type of content you have to offer.
If no major event is expected and you do not have essential / important information to communicate to your audience and keep your content for future posts.
Publish to publish is counterproductive. Keep in mind that a post is a speech and a goal. Your content will be even more valued later.
Finally, if you are wondering about the pace of publications, study your statistics. Too many publications may well tire or even drown your readers who will not take the time to react to your posts. The opposite is also true if the frequency is too low, in which case your readers may simply forget you.
#3 ENGAGE YOUR AUDIENCE