In class last week, we were very fortunate to have a Google+ Hangout which included David Yarus from MRY, Nick Cicero from Livefrye, and Morgan Johnston from JetBlue. This was an extremely interesting chat because each of the men were from different backgrounds and their jobs and responsibilities were a bit different. They each offered unique perspectives on topics that we have been learning about so far this semester.
What the CM/SMM does according to the Panel
It was very neat to see each of the men’s opinions on the role of a community manager or social media manager within their organization.As for David, a community manager at MRY monitors and strategizes while working with creative,strategy, and analytic teams to construct the foundation for their strategy. Also, they are the ones that may be writing the actual posts that we see.
As for Morgan at JetBlue, he focused more on the social role, which was a bit different than the others. Social responsibilities were split up among 3 teams: corporate communications, marketing/commercial, and customer support. Corporate communications does the storytelling, the marketing/commercial focuses on creating content, and the customer support are the ones focused on engagement. So, when it comes to engagement, the customer support team is the part of JetBlue that responds to tweets and other social media engagement.
When it comes to Nick at LiveFyre, there are many different departments that work in different areas, but when it comes to community managers, customer service is the department. He states that there is a marketing team that focuses on marketing, and a customer service department that manages the communities. However, the marketing team works in tandem with the customer service team to find opportunities in social conversation.
Metrics & Analytics
We were able to get a glimpse of different tools that each company uses for monitor trends. Morgan and Nick talked about what their company uses. Nick stated that they use Hootsuite, which is a social media dashboard where you can manage multiple social networks, schedule different tweets and messages, track mentions, and analyze traffic. He states that they use it so that they can identify where specific instances are happening and maintain an effective level of communication.
As for Morgan, they use a tool called ExactTarget Social Engage which allows multiple people to be involved and helps manage the conversation. This tool offers features that support engagement growth and makes it easy to scale up and deliver the kind of engagement that customer’s want. It was interesting to see that no one uses tools designed by the company, but it was very interesting to see the different type of tools that they use to monitor trends, since last week we learned about many different metrics.
Like previously stated, this was a very interesting panel discussion because of the different backgrounds and companies of the speakers. It was an eye-opening discussion when they all stressed how they work with so many other teams to make sure everything is consistent across the board. When I originally thought of a community manager or a social media manager, I would think of a particular department, or a community management department. My thinking has now changed and this discussion has led me to believe that the more teams that work together when it comes to social responsibilities, the better. With all of these different people and departments, you get more layers of expertise and the group benefits as a result. Everyone working together can increase engagement and can produce successful social media/community strategies.
It was also interesting to see how many positions there are that have to do with social media and the community. While we really focus on social media managers and community managers, this discussion really showed how many careers are in this field. Who knew customer support could be where community managers reside? Who knew that marketing teams would work in tandem with community managers? It was great to see the connections and learn about positions in these exciting fields.
- If you were to ask David, Nick, or Morgan a question, what would it be?
- Have you worked with any of these monitoring tools like Hootsuite or SocialEngage?
- Is there anything you would add?