This week, I sat down with Morgan Johnston from JetBlue, David Yarus from MRY, and Nick Cicero from LiveFyre to discuss how each company handles their online communities. The guests gave insight as to who truly handles the community and ways to keep your company moving in the right direction.
Community managers are unique because they work with a variety of teams. Yarus said that at MRY, community managers are daily community monitors, working with the creative, strategy and analytics teams to decide which direction the company should head with its product.
“The community manager represents a very valuable piece of the puzzle in collaboration and conversation,” Yarus said.
All three panelists stated that their respective companies have a flat-structure when it comes to dealing with the community. Roles are divided in order to stay structured and organized, allowing employees to specialize in certain areas and gain the trust of their co-workers.
Having fresh ideas
Bring in a fresh mind can help your company reach new heights. Johnston suggested hiring people who do not have experience as a community manager.
“Those people who don’t necessarily know what the rules are provide phenomenal ideas,” Johnston said. “They push community managers to question what they are doing or how they are doing it.”
Sticking to the plan
When building and executing campaigns, it is important to have a plan… but finding a balance between customer service and campaign execution can be difficult.
“Its a tough process because you have this one thing that you’re working on right now as opposed to the millions of other things that are happening every day in the background,” said Cicero.
Having specific campaign strategies in place before execution is key.
What does a canary have to do with anything?
One thing that JetBlue has done extremely well is putting sentiment analysis into action.
“[We’re] watching every social mention,” Johnston said.
The customer support team is hand-tagging posts for JetBlue, which means that they are actually reading what you are tweeting.
“Because they are so tied into the operations, we have the ability to not just address customers and what we see via social, but to help move that within the organization,” Johnston said. “How did we take that information that we’re gather to make operational changes…”
As a result, customers view JetBlue as proactive. When customer support teams identify a problem at a specific location, they alert employees in the area ways to solve the problem. Sentiment analysis allows you to make real-time changes.
“We tend to think of them as the canary in the coal mine,” Johnston said.