One of my previous copywriting clients was Glassdoor.com. For those who are not familiar, Glassdoor.com sets out to do what Yelp does for job seekers. They want to provide information on the types of work places and companies are best for employees to make job seekers more informed. In getting to know their brand and product, one feature that stood out to me as a job seeker was that you could see lists of questions that employers had previously asked in interviews. Needless to say, this is great for interview prep.
With this in mind, I give you some questions (and my answers) I recently had about a community manager position.
- What makes a great community manager?
A great community manager is someone who can put themselves in the shoes of those whose community he/she manages. You have to interact with your community as an insider and meet them where they want to be meet, providing relevant, brand-centered answers to the questions that community is asking. People fill their lives with a web of brands to fulfill their relationship needs. The job of a community manager is understanding which relationships your company or product can fulfill and then answering that need.
- What are relevant metrics for tracking social media success?
Social media success can be tracked in a myriad of ways, the most obvious being growth in terms of page likes/followers depending on platform. What's more interesting is taking the time to look through comments, shares and likes and seeing what types of people are engaging with your profiles and encouraging engagement, not from the masses, but from the specific target audience that will eventually be the consumers of your product. If you only sell in France for instance, it is important to have the right international engagement that gives your product the clout it needs but having a large number of followers come from Dubai is less interesting for what your ultimate goal is. In the end, community management should lead to engagement, which should lead to consumption. If you break any link in that chain, you are wasting time.
- How would you deal with negative comments or a brand reputation crisis?
Any brand is subject to the opinions of the consumer. Today, the consumer has a multitude of platforms, little soap boxes, from which to yell their opinions. It is said that 70% of customer service complaints via social media go unanswered. The best way to deal with negative comments is to see them as allegories for groups of unsatisfied customers and to answer those comments that you can actually, tangibly help with and those that are going to be relatable to the largest portions of your end users. This way you maximize your effort by answering one person's complaint, that will be seen by many.