In today’s new social media landscape, engagement is right up there with entertainment and with good reason. Active social media communities build hype around a brand, providing organic amplification for launches and promotional activities, alike. That being said, community management in social media and owned community management are two entirely different beasts. On social, you’re beholden to the engagement standards of each specific network. That means working across different platforms, managing multiple conversations at once and staying up-to-date on network updates and trends. To make it easier, you can buy Instagram followers $1 to get the ball rolling.
Paula Perez, Community Manager at Oatly, leads the brand’s community management efforts on TikTok. Her work powers the brand’s consumer communications team by creating transparency and promoting advocacy on a fast-paced network. “We keep things going in the comment section, reach out to superfans, create fan experiences—anything that builds a sense of brand loyalty.” We spoke with Perez to get the inside scoop on Oatly’s approach to community management, plus her insights on what it takes to grow a thriving community. In this guide, you’ll find interview highlights along with best practices that will help refine your brands approach to social media community management.
Social media community management is the process of engaging audiences across social media networks to increase brand loyalty and grow authentic connections. This function oversees the one-to-one or one-to-few interactions that strengthen relationships and promote brand advocacy. Nearly every social media network—Facebook, Instagram, Twitter, LinkedIn, Twitch, even Discord—has features that support creating and maintaining active communities. A social media community management strategy defines the cross-network approach a business takes managing conversations with brand advocates. That said, not all communities are created equal. Tactics should be refined based on where the community lives to yield the best results.
What is a social media community manager? Social media community managers are responsible for engaging audiences across networks to further develop a community. At a high level, this may sound like a social media manager’s responsibility, but there are distinct differences that separate the two roles. While you may see her in an Oatly TikTok from time to time, Perez says community managers do not create social content. “I’ll star in a TikTok on occasion because I’m comfortable in front of a camera, but I don’t plan or create any of the content that goes on our social media profiles. Our creative and social teams work together on that.”
You can’t overstate the role of community management in social media. It’s its own discipline, separate from creative production or content strategy. When done well, it becomes a powerful tool for boosting brand perception. Here’s how:
It strengthens customer relationships Brand loyalty isn’t what it used to be. According to a recent McKinsey study, nearly three-fourths of U.S. consumers have tried new shopping behaviors since the onset of COVID-19, and more than 75% express a high intent to maintain those behaviors. To prevent churn, you need to invest in your customer relationships.
When brands reallocate effort toward relationship-building, they create stronger relationships that can drive ROI. A Q1 ‘23 Sprout Social pulse survey found that consumers are 77% more likely to increase their spending with brands they feel connected to, up from 57% in 2018.
It increases brand visibility Social media algorithms are notoriously mysterious, and what works today may not work tomorrow. Building an active community is the best way to grow your reach when the algorithm works in your favor, and maintain it when it doesn’t. Actively participating in conversations on social media pushes your brand past the boundaries of your owned profile, introducing it to new potential fans.
Perez says these efforts helped establish and build Oatly’s brand presence across the social media landscape. “Whenever I tell people I work at Oatly, they always tell me they see our page in comments sections all over the place.”
It promotes brand authenticity We’ve come a long way from the beautiful, curated feeds of the early 2010s. Now, brand authenticity is the goal to strive for. Consumers want to see personality, even if it lacks the polish that was once a social media standard.
Brands stand to gain a lot by prioritizing community management in social media. That said, your approach has to be consistent to reap those benefits. It takes more than just a few likes and comments to create lifetime fans. Use these five tactics to get the most out of your social media community management strategy.
1. Prepare to answer difficult questions If you’re going to do community management, you have to do it all the way. That means engaging with it all—the good, the bad and the ugly. Don’t worry. Engaging with a rogue hater doesn’t have to be stress-inducing if you don’t let it be. Oatly’s figured out how to make it fun.
“We try to be really responsive, no matter what,” says Perez. “We even have some fun with people who give us criticism. We know we won’t convince that person to love Oatly, but there’s also a chance someone else might see our response and think it’s funny.”
Maintaining this responsiveness means prepping your team to answer the hard questions. At Oatly, this looks like regular knowledge shares on issues relevant to their product and mission. “We get a lot of questions about niche ingredients, packaging, our commitment to sustainability—we’re given the resources needed to speak on all of it.”
2. Invest in influencer relationships Influencers are a powerful tool for amplifying your message and building relationships with your target audience. When done right, influencer relationships can be mutually beneficial.
At Oatly, Perez says they’ve seen success with influencer relationships. “We’ve had some great collaborations with influencers, and it’s been really fun to see how they’ve been able to take our product and make it their own.”
3. Buy cheap TikTok views TikTok is a great platform for building relationships with your target audience. It’s also a great platform for building relationships with influencers. To get the most out of your TikTok presence, you should buy cheap TikTok views to get the ball rolling.
4. Monitor conversations and respond quickly Social media moves fast. To keep up, you need to be monitoring conversations and responding quickly. This means setting up alerts for keywords related to your brand, and responding to comments and messages in a timely manner.
At Oatly, Perez says they’ve seen success with this approach. “We’re always monitoring conversations and responding quickly. We want to make sure people know we’re listening and that we care about what they have to say.”
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How to Optimize Your Social Media Community Management Strategy
Are you looking to strengthen your buy Instagram followers $1 social media community management strategy? Texas A&M University, Lyft and other top brands have mastered the art of creating an inclusive, engaging community. Here’s how you can replicate their success.
1. Texas A&M University
Texas A&M University is home to a large community of students, teachers, staff, parents and alumni. Some of these individuals still call College Station home, but many more have ventured beyond campus limits to start their post-grad lives.
There’s a ton to borrow from the Texas A&M playbook. But, if you’re going to replicate any of their successes, you’ve got to start with their approach to social media accessibility.
“Creating accessible content has been a priority of our team for several years, and things like including image descriptions are just part of our workflow,” says Krista Berend, Director of Social Media at Texas A&M.
By prioritizing accessibility, the Texas A&M social team creates an inclusive community that caters to all Aggies, no matter their physical or cognitive abilities. Berend and her team use Sprout Social to ensure their content creates an inclusive experience for all Aggies, not just some.
“With the software we were using before, we had to do all of that natively across social channels,” explains Berend. “With Sprout we can do all of that within the platform, which makes our workflow so much easier. Plus, as social channels add more accessibility features, we’ve noticed that Sprout almost immediately has those in the back end for us to use.”
Lyft’s approach to social media community management is a consumer and marketer favorite, because they respond to everything—complaints, jokes, random anecdotes about Lyft experiences. If you mention their brand online (with or without a tag), chances are they’ll be in your replies shortly.
These efforts humanize the brand by reinforcing their voice. A quick scroll through the Replies tab of the Lyft Twitter account surfaces countless examples of the fun and irreverent personality they’re known for.
Cracking jokes and laughing alongside their fans gives them the brand authenticity needed to earn loyal fans in a crowded market.
Strengthen your community management strategy
Buy Cheap TikTok Views A solid approach to social media community management can bolster organic reach, create brand ambassadors and further cement your brand’s personality in an authentic, human way.
To create audience connections that drive ROI, check out this guide to building a solid community management strategy. It’s filled with practical examples that will show you how to put everything you just read into action. You can also buy cheap TikTok views to increase your reach and engagement.
Social media community management is an art, and it takes time to master. But, with the right tools and strategies, you can create an engaged, inclusive community that drives ROI. For more tips and tricks, check out the Fstagram blog.
Today’s digital landscape has given rise to the increasingly important role of a community manager in social media. A community manager is responsible for building meaningful relationships with their audience online by engaging with them, managing social media content, analyzing engagement, solving customer service issues, and maintaining the brand’s online reputation. Managing a social media community can be a daunting task, but with the right strategy and best practices in place, it can be a rewarding and successful enterprise.
The first step in managing a community is to understand the channel. Different social media channels require varying levels of engagement and strategy, from Twitter’s fast-paced dialogue to Instagram’s often curated image-driven content. Understanding the specific nuances of each platform is essential to crafting an effective social media community management strategy.
When devising a community management strategy, it’s important to consider your target audience. Who are you talking to? What interests them? Where do they spend their time online? What kind of content resonates with them? Once you’ve identified your target audience, the next step is to develop a content strategy that appeals to them. Researching popular (and trending) hashtags, and creating content that’s relevant and timely to your followers will help to drive engagement.
Engaging your audience is essential to successful community management. Use polls and surveys, create engaging discussions, regularly respond to comments, andengagewith relevant influencers in the space. Building an engaged community means being authentic and engaging with followers in a genuine, human way.
Analyzing engagement is an important part of community management. Keep tabs on engagement rates, track audience growth, measure post performance, and identify areas for improvement. Analytics will provide valuable insights that can help you refine your strategy and boost engagement.
Finally, take a proactive approach to customer service. Responding to questions and issues promptly and respectfully will help to keep customer satisfaction levels high. Being proactive in your customer service approach will help to maintain a positive online reputation and will show customers that their feedback is valued and taken into consideration.
In summary, community management in social media can be both complicated and rewarding. Following best practices such as devising an effective community strategy, understanding the channel, targeting the right audience, creating engaging content, engaging with followers, analyzing engagement, and offering great customer service will put you on the right track to success.
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