Your Role as a Community Manager

Ashley Goforth@ashleygoforth

• Always respond on brand in a timely manner

• Separate accounts, separate devices

Golden Rule(s)

The Mistake

The Apology

A Day in the Life of the Community

Manager

7AM

9AM

11AM

1PM

2PM

4PM

7PM

10PM

• Content

• Monitoring

• Strategy

Community Management

Content

How would your brand sound at a dinner party?

• How does your brand say ―hello?‖

• How do they express positivity?

• How do they refer to their friends/fans?

• How do they ask people to ―like‖ something?

Who Tweeted It?

1. ―Dudes, you know you’ve been jonesing for it.‖

2. ―We’re already halfway through the work week, amigos!‖

3. ―You can’t have a #HumpDay without curves!‖

4. ―The foil’s so bright, it’s gotta wear shades.‖

Creating ContentBe mindful of your brand goals:

• Product Love

• Upcoming events/Brand Life

• Solutions

Who’s Getting it Right

Creating Graphics

REMEMBER:EVERY POST IS

AN OPPORTUNITY

TO GET YOUR

BRAND OUT

Building Your Voice: How would your brand sound if it were at a dinner party?

Writing Content: What are your goals? How can you creatively accomplish them?

Creating Graphics: Every graphic is an opportunity to share your brand

Content Recap

Monitoring

The most important rule for a community manager is to

always respond on brand in a timely manner.

Golden Rule:

• You are on the front lines—your response is often the first brand voice the consumer hears

• Create an issues document with FAQ and determine how to flag issues to the appropriate people

• Always use legally-approved language

• REMEMBER: You aren’t always going to be able to change someone’s mind, but you may change their next choice.

Monitoring Channels

What do you do in a crisis?

Measure the BANTER.

You are not alone.

The data will shift.

Know what you are looking for (brainstorm keywords)

Crisis Monitoring

Real-time Engagement

ULTIMATELY MAKE SURE THAT THE

ENGAGEMENT FITS FOR WHAT YOUR BRAND IS

ABOUT

• Set a plan for how often you are going to check the channels

• Remember the golden rule

• Always stay on brand

• Set a plan for how to deal with issues (remember you are not alone)

• Always look for current events or moments in time to insert your brand (be agile)

Monitoring

Strategy

• Set up a plan for pulling insights

• Use Facebook Insights

• Track:

– Fan Growth

– Engagement (People Talking About This)

– Conversation: • Likes, Comments, Shares

Analytics & Insights

• Identify competitors to your brand

• Identify aspirational brands

• Follow similar brands to inspire

you with content ideas

Competitive Channels

• Mashable

• AllThingsFacebook

• Monday’s NY Times

• Competitor Brands

• Facebook Studio

• Platform Blogs

• Agency Websites (Digital)

• Beth Kanter

• NTEN

Useful Resources

• Facebook Lists for Brands

• Professional Facebook/Twitter accounts

• TweetDeck/HootSuite

• Serialized Content (Fan of the Month, Wow Wednesdays)

• Pocket/Evernote/folders

• First thing. Before you check your email.

• If you’re just starting out – track how long it takes you to do something (toggl)- clear lines to signup forms (how did you hear about us)

Tips & Tricks