US Airways and #myNYPD Demonstrate Need for Professional Community Management
Let’s face it, even with a decade of social media under our belts, there are still examples of social gone wrong. Two of the latest examples are of course the absolutely terrible tweet from US Airways of a naked lady and the #myNYPD’s campaign, which was supposed generate some love going horribly wrong. There are many examples, but these two latest examples really demonstrate why you need professional community management.
A few years back, community management was all the rage. Companies of all sizes were wanted community teams to manage their listening and engaging programs. This of course became the style du jour when companies like Radian6 made it so much easier to not only aggregate all the conversations about your brand into one easy to reference location, but to also be able to respond (a.k.a engage) and workflow the conversations. This was a phenomenal break through and made the whole process so much easier to do. Unfortunately, many companies went overboard with their Community Teams, hiring far too many Community Managers, had too few metrics and too few hard core roles and responsibilities. Before long, Community Teams were viewed by many as people just having fun and playing on social media. That is neither the role nor goal of having a Community. When done properly Community Teams save you money, protect your reputation and even find you leads. Here are 4 things to help you deliver solid results (and create a team with purpose that can protect your brand):
1. Identity Roles and Responsibilities
Community Managers need to have defined job descriptions with expectations made very clear. This helps both the Community Manager and Management know and understand what is expected.
2. Clearly Define Metrics
One area that I personally experienced was that many companies didn’t have any metrics set for their Community Teams. When they were implemented, the buy-in and acceptance was difficult. Teams felt that suddenly they had to perform and be robots. This was not the case, but the individuals didn’t like the expectations, that should have laid out clearly at the beginning. Metrics can and do change over time, but you need to be measured and measuring your team.
This is an extremely important component. We all assume that people have common sense and that they will or won’t do certain things. I am not sure of the behind the scenes scenario with US Airways and the individual that thought it was appropriate to ReTweet the photo of a naked woman, but either it was a case of a disgruntled employee, someone with zero common sense or someone who wanted to get fired. Either way, you need to train your employees with the understanding of what your brand is, what your voice is, what is and is not appropriate. In addition, you need to ensure that you have a clear escalation process in place to address rogue employees, errors in judgement and/or community members. You need to act fast in these circumstances.
4. Have a Playbook
A Playbook helps everyone understand exactly what they are doing and what they need to do while monitoring and engaging on behalf of your brand. It also helps Management to have the confidence that there are proper processes in place.
For more information on Playbooks, feel free to contact me through TaylorMade Solutions. We can help!