With digital communication technologies and social media platforms becoming more accessible every day and everywhere in the world, it becomes even more necessary for businesses to stay connected with their customers, other brands and their employees. To do so, brands and businesses need to reach out and try to instil a sense of community to the network of people around them.
Many brands invest in creating a community with shared interests to stay connected with their customers, a process known as community management. Community management helps create genuine relationships between a company or a business and its external audience. This process helps them become more human, accessible and more supportive to their customers.
So, what is community management?
Your community online is your audience and people who interact with your brand online, across different social channels like Facebook, Twitter, Snapchat, Quora, YouTube, Instagram, Pinterest, Reddit, LinkedIn and Google+. It is an essential part of your social media strategy, and it is a result of your social media publishing and presence. Part of it is customer service and support; another part is listening to your audience and playing an active role in discussions and conversations that are related to your brand.
It is how brands use the opportunities they have through their online presence to connect with their audience and increase interactions which can lead to more growth. But what makes community management critical to your business? The goal of community management is creating a voice, tone, character and a human element behind the brand.
It enables your business to provide support for its audience and customers when they need it and increase its brand awareness by creating bigger circles around it. It helps you gain insightful and valuable feedback from your audience members through authentic conversations and by forming one-on-one relationships with them. Add to this the ability to increase interactions which means generating more sales and ensuring more conversions.
Finally, community management can help you understand your customers more effectively by listening to them to know how you can strengthen their loyalty to your brand by hearing them out and acting according to their needs.