Mashable is the go-to brand for all things social-media related and has established itself as a well-respected news blog. For the #cmgrclass final paper, I had the opportunity to interview Meghan Peters, Community Manager for Mashable. Meghan oversees social media strategy and reader engagement projects for Mashable, which has distinguished itself as the largest independent website dedicated to providing the latest news on social media for the “connected generation.”
Mashable’s Approach to Community
One thing that resonated with me was Meghan’s approach to managing and responding to her audience’s feedback both negative and positive. One thing she made sure to stress was killing them with kindness. Community managers always have to be mindful of their outward expressions. Anything they say or do has the potential to negatively impact the community. Even if you do not agree with what one of your users has suggested or said about your brand, this is not fair ground to retaliate. Without active members and users, there is no community. Meghan recognizes this. She always understands, which we’ve discussed in class, the importance of acknowledging relevant content posted by members of the community. Not every post warrants a response, some members are intentionally provoking brand officials. This type of commentary should be ignored, which Meghan mentioned as one of her tactics. I find this to be important as I take interest in how companies and brands alike go about caring for their communities and if they’re actually delivering what they promise.
I asked Meghan if Mashable had a formal brand ambassador program. Unfortunately, they do not. I do feel that if I were granted the opportunity to be an asset for a well-known brand such as Mashable, I’d vouch for a brand ambassador program. During my moderation week for the #cmgrclass, I did a lot of research on brand ambassador programs and how they are deemed beneficial for companies. Since Mashable has such a strong connection with its users, I certainly see value in launching a brand ambassador program to enhance the brand’s image and evoke brand loyalty and awareness amongst future and current members of the community. Mashable already knows who their most loyal users are, according to Meghan, the brand should utilize the outside help of people who are eager to spread the word and spark word-of-mouth marketing. Additionally, Meghan mentioned events, in which Mashable personally interacts with its members. As Jenn Pedde said during one of our Google+ hangout sessions, “have something for your brand ambassadors to do.” Since Mashable solely exists online, I think humanizing the brand would be a great strategy to attract more attention and drive traffic to the site’s homepage. The ambassadors could host social media learning labs and skills building workshops on behalf of the brand. Since the site seems to be a popular choice among professors within the iSchool and communications-related fields, articles published to the site can be reference during the sessions conducted by the ambassadors.
To learn more about my interview with Meghan Peters, send your thoughts to the #cmgrclass!