Words of wisdom. We traditionally look to the older and wiser for advice, but in today’s digital and social world it is often the young and the savvy who can teach us a thing or two about social media and community management. As part of #CMGRClass we had the opportunity to hear from an amazing panel of leaders in community management today, who had advice ranging from how to build an effective brand presence to effectively interacting with individuals in an ever growing online community.
It’s no surprise that when you put great minds into one room, or one Google Hangout, they’re probably going to think alike. And that was certainly true. One on the main themes that I heard throughout the panel discussion was about connecting with individuals. This goes back to the idea of creating and building meaningful relationships with members of your audience.
Also, building on relationships, it’s important to make your audience feel important – like they matter. Being direct and tailoring your conversation or message was a key takeaway for me.
Furthermore, it’s important to stay grounded as your community grows. While the above may be easy as you are starting your community, as it grows to hundreds and even thousands of followers, staying on track and being true to yourself or brand becomes more and more difficult, but not impossible. That is why it is always important to have a plan.
Make the Audience Feel Special
One notion that stuck in my mind after the talk is that in order to make your audience feel special and keep them coming back, you really need to know your followers and understand them. You need to listen to their questions, comments, concerns and needs, and even better you need to be able to anticipate. Anticipate what they want, what will make them happy, and what will build trust.
Gavin talked about treating people like VIPs. With something like the Foursquare beta program, loyal users have the ability to have an impact on the future of a product, and this empowers them as well as builds a meaningful relationship that is two-way and beyond just a conversation.
I can relate to this having been an early buyer into a new product launching this summer called Coin, which is an electronic credit card device that stores up to 8 cards at once. As an early buyer, not only was I given a 50% discount, but I get frequent updates and access to their VIP site where I can updates on its progress and exclusive information. I don’t even have the device in my hands yet, and I feel “special.”
3 Pieces of Advice
While the panel offered tons of great advice, you would get bored reading an entire synopsis of what they said, so here are my three main pieces of advice to pass along:
- Don’t just create a community, build one – build trust, relationships, and recognize those followers who are extra special and loyal to your brand. Do something extra for them.
- Be a leader not a follower – unique ideas and a unique personality will set you apart. Those who follow other brands will be behind the curve before they even start. Don’t try to fool the follower, they’re smarter than you think. “Be proactive, not reactive.”
- Worry about the numbers, but don’t obsess – Depending on where you are with your community, your numbers might be big or small. What’s more important are the quality of your online relationships. Use metrics to your advantage, but don’t obsess over the numbers
What do you think of the advice? Do you agree or disagree with anything the panel discussed?