In today’s ever-changing social media landscape, engagement is key. Active social media communities not only generate excitement around a brand but also provide organic amplification for launches and promotional activities. The importance of effective community management cannot be overstated, as it plays a vital role in building brand loyalty and growing authentic connections.
At Oatly, Paula Perez leads the brand’s community management efforts on TikTok. According to Perez, their team’s focus is on creating transparency and promoting advocacy on this fast-paced network. She states, “We keep things going in the comment section, reach out to superfans, create fan experiences—anything that builds a sense of brand loyalty.”
To help you refine your brand’s approach to social media community management, we’ve gathered insights from Perez and compiled a comprehensive guide. In this article, you’ll find interview highlights, best practices, and real-life examples from successful brands.
What is social media community management?
Social media community management is all about engaging audiences across social media networks to increase brand loyalty and foster authentic connections. It involves overseeing one-to-one or one-to-few interactions that strengthen relationships and promote brand advocacy.
Different social media networks, such as Facebook, Instagram, Twitter, LinkedIn, Twitch, and Discord, offer features that support the creation and maintenance of active communities. Developing a social media community management strategy allows businesses to define their approach to managing conversations with brand advocates, tailoring their tactics for each specific platform.
What is a social media community manager?
Although social media community managers and social media managers have overlapping responsibilities, there are distinct differences between the two roles. Community managers are primarily responsible for engaging audiences and developing a thriving community.
While they may occasionally appear in content, community managers don’t typically create social content. According to Perez, the creative and social teams collaborate on content creation, and the community team focuses on engaging with the audience.
Why is social media community management essential?
Social media community management is a discipline on its own, separate from content strategy and creative production. When done effectively, it becomes a powerful tool for boosting brand perception. Here are a few reasons why community management is crucial:
It strengthens customer relationships.
Investing in customer relationships is essential to prevent churn. By prioritizing relationship-building, brands create stronger connections that can drive ROI. Studies show that consumers are more likely to increase their spending with brands they feel connected to.
It increases brand visibility.
Building an active community is an effective way to grow reach and maintain it even when social media algorithms change. Actively participating in conversations on social media introduces your brand to new potential fans and extends your brand’s presence across different platforms.
It promotes brand authenticity.
Brand authenticity is highly valued by today’s consumers. Social media community management plays a crucial role in humanizing a brand and fostering authentic exchanges with the audience. By engaging with users in a genuine and personal manner, brands can showcase their personality and build trust with their community.
5 social media community management best practices and tips
To make the most out of your social media community management strategy, you need to prioritize consistency and genuine engagement. Here are five tactics to help you achieve success:
1. Prepare to answer difficult questions.
Engaging with your community means being prepared to address both positive and negative feedback. Embrace the opportunity to respond to criticism with creativity and humor, as this can turn a negative experience into a positive one. Maintaining a responsive and transparent approach shows your commitment to listening and addressing concerns.
2. Reward your superfans.
Identify and appreciate your most engaged community members. These superfans are crucial in driving conversations and promoting your brand. Consider sending them small tokens of appreciation, such as coupons, stickers, or handwritten notes, to nurture their loyalty and make them feel valued.
3. Prioritize proactive engagement.
Strike a balance between reactive and proactive engagement. Actively participate in conversations about your brand or industry, even when you’re not explicitly mentioned. Leveraging these opportunities to engage with potential fans can significantly increase your reach and foster community growth.
4. Establish a content creation feedback loop.
Collaboration between community managers and content creators is key to success. Community managers act as the eyes and ears of the brand, constantly providing valuable insights and information to inform content strategy. By aligning these two teams, brands can offer a more consistent and engaging brand experience.
5. Empower your team with the right management tools.
Social media is a vast landscape, and conversations about your brand can emerge anywhere. To keep up with the evolving needs of community management, provide your team with the necessary tools. Sprout Social offers a suite of tools designed to provide visibility into fan activity across different social networks, making it easier to monitor messages, keywords, and engagement opportunities.
3 social media community management examples from real brands
Thriving brand communities bring people together over a shared connection to a company’s mission, vision, or goals. Let’s explore how three successful brands excel in social media community management:
1. Oatly
Oatly has leveraged TikTok to create an engaged community by capitalizing on organic conversations happening on the platform. Their friendly and humorous interactions with users have helped establish their brand presence across social media. By keeping an eye on brand mentions and responding thoughtfully, Oatly has fostered a sense of community and loyalty among their fans.
2. Texas A&M University
Texas A&M University prioritizes creating accessible content, extending inclusivity to all their followers. By including image descriptions and leveraging accessibility features on social media platforms, they ensure an inclusive experience for everyone, regardless of physical or cognitive abilities. Tools like Sprout Social simplify the process of creating accessible content and help maintain inclusivity.
3. Lyft
Lyft stands out for its commitment to responding to all mentions, whether they are complaints, jokes, or anecdotes. Their engagement with users showcases their brand’s fun and irreverent personality, establishing a strong sense of authenticity. By actively participating in conversations, Lyft humanizes its brand and fosters loyalty among its community.
Strengthen your community management strategy
A solid approach to social media community management can boost your brand’s organic reach, create brand ambassadors, and foster genuine connections. To create audience connections that drive ROI, check out this guide to building a solid community management strategy. It provides practical examples and actionable tips to help you implement effective community management techniques.
Remember, community management is all about engaging with your audience, building trust, and fostering authentic connections. By following the best practices and learning from successful brands, you’ll be well on your way to creating a thriving social media community for your brand.