Build Communities that Convert – Here’s How – Part 1
Sometimes I forget just how long I’ve been managing online communities. Whether it was my guild in Everquest, the OSU Dodgeball Club on Myspace, the numerous Facebook pages I created in college, or the massive brand pages I currently admin.
I’ve been around long enough to see just how much social communication has evolved.
Through my experience of both epic wins and admittedly epic fails, I’ve discovered the art of effective community management and in doing so I’ve decided to to share my wisdom in this 3-part series of the most effective CM practices I’ve found.
Class is now in session!
Lesson 1 – Always Be Converting:
While most community managers can get-by with passive moderation, it’s important to remember that community management is much more than removing spam or responding to fans with a generic “thank you”.
In sales, there’s the popular antidote of “Always Be Closing,” and when it comes to CM think of it as “Always be Converting”.
Conversions come from the conversations you have with your community and can encompass the following things:
- Picking up on subtle hints of interest and directing a community member to a product page
- Leading a disgruntled fan to a customer service form/email
- Soliciting a positive review for your companies’ LinkedIn page or Google+ page
- Having a reader leave their feedback about your article on the actual blog and not just in passing via Twitter, Facebook, etc.
- Cross promoting another social platform that will provide a community member added value
It’s also important to make the process as easy as possible by providing the appropriate link(s) to increase the likelihood a conversion happening.
When it comes down to it, nobody is going to force you to go above and beyond your job description, and anyone can get hired as an entry level community manager just to be present on the pages.
However the CMGRs who stand out are the ones who help support the companies’ bottom line and provide an ROI for their position rather than flying under the radar and collecting a paycheck.
How do you effectively community manage? Let me know in the comments below!
Latest posts by Jacob Curtis (see all)
- Build Communities that Convert: Here’s How – Part 2 - January 16, 2015
- Build Communities that Convert – Here’s How – Part 1 - February 5, 2014
- Before You Hire A Community Manager – Here’s a 7-Step Check LIst - December 15, 2013