The Top 4 Mistakes Community Managers Make That Kill Customer Engagement

@Cassie | Social

Behind every brand on social media is a community manager, monitoring and engaging with fans on behalf of the companies they represent. They are often the first point of contact for customers and act as leading social voices, so if you are one or have one working to help market your product, it’s imperative you’re ensuring established guidelines are being followed when consumers are being interacted with.

Facebook, Twitter and Pinterest are not going anywhere, so make sure you’re prepared to properly participate by following our top 4 community management don’ts.

A staggering 87% of Fortune 100 companies have a presence on social media, and 80% of small to medium sized businesses plan to increase their usage this year.

How To Use Your Voice. Don’t Do This:

Ignore the Problem
One of the first places upset customers turn to is social media. It’s easy for a disgruntled guest to tweet about a poor dining experience or for a user to post on Facebook regarding a product crash. Consumers can now complain in real time across numerous channels, and can do so from multiple devices. They are online around the clock and are ever connected to their networks, so one complaint has the potential to be shared and seen by millions of eyes.Keep in mind, 92% of consumers trust recommendations made from friends and family members, so don’t ever ignore the negative feedback you get. Each response you’re sharing is shaping your brand’s reputation and reaching other potential customers, so take the time to speak out to those who have taken issue with your company and work through the problem with them. You might not be able to appease everyone, but you do have the ability to turn some questioning consumers into loyal customers.

Be Defensive
When you’re addressing a problem, don’t act defensively. It’s important to remember that no matter how upset a customer is with your brand, and no matter how assertive their verbiage is, you need to remain professional. Acting in a defensive nature will not bode well for you, ever. It will only open the floodgates for upset fans to attack you further, backing you into a corner. If you’ve already offered an apology or explanation for whatever the issue at hand is, leave it be. Sometimes your strongest line of defense is to know when to stop talking.

Be Too Commercial
The brands that are seeing the most success socially have strong voices. And that doesn’t mean that they have strong, corporate voices, but instead they are speaking with unique, interesting ones. Internet users spend 22.5% of their time online social networking and are often oversaturated with content. Avoid getting lost in the mess; don’t be too commercial when speaking to your fans. Keep your content interesting and relative and, if appropriate, fun. You want your posts to have meaning and your voice to have a personality to garner more significant engagement.

Wing It
Audience acquisition requires real action, and that action should be backed with a well-formulated corporate social media plan. Don’t ever wing it when posting or responding as a CM. There should be an established brand voice you’re using each time you produce content, and a plan of action for the many different scenarios you will encounter. Before you begin building your audience, consider what kinds of situations you might find yourself in and establish guidelines for each. A couple of topics you should keep in mind would be customer service questions and responses and emergency plans for things like store closings or product issues. Only 30% of feedback is responded to online, so be sure to make your life a little easier by having a plan so you don’t fall into this statistic.

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