Brands are investing countless hours and dollars producing content on social media that appeals to their target audiences.
Although engaging and relevant content is vital, Nielsen points out that only 15% of global consumers are influenced to stay loyal to a brand due to advertising or marketing messages. This is just one half of the requirements for successful content marketing. Community management forms the second half.
Community management is the personal touch. It’s how brands express their care for the interpersonal experiences of their audience. One-to-one conversations matter.
From providing basic information to suppressing negative sentiments while amplifying positive ones, community management is the key that unlocks all doors of opportunity for businesses to establish a strong brand identity.
Here are 5 top reasons why community management serves as an important strategy tool for brands:
- Customer Relationship Management
From building trust to service recovery, a well managed community plays an important role in laying the foundation for a strong customer relationship management (CRM) framework. Consumers desire immediate responses to their complaints or to their questions posted on social media. According to statistics, 67% of consumers now turn to social media platforms to resolve their issues. Delays in responses can be seen as contempt from the brand. Poor feedback prompts consumers to switch brands.
Pushing great content is quintessential, but getting that content to spur engagement is equally as important. Great content needs great distribution strategies as well as great response feedback. This is how you get to know if your content marketing is effective or not. Content marketing and community management go hand-in-hand. Your community extends your content ideas.
“If you don’t talk to your customers, how will you know how to talk to your customers?” – Will Evans
In order to curate and deliver compelling content for users to engage with you, it’s important to gather real-time customer insights. Tastes and preferences keep on changing with a single click of a button. The only way to get actionable insights is by forming deeper connections with your audience. It can be through replying to their comments, having one-to-one conversations through instant messaging channels, or even sending them a new launch product survey to ask for their opinions. This is where community management enforces the focus on what matters most – your audience.
A report from Edelman revealed that, for a large majority of global and US consumers, a deciding factor in a purchase decision is trusting a brand to do the right thing. The same report found that brand trust can also lead to loyalty and advocacy for a brand. Brand advocacy can only be established if brands start thinking about how their audience feels towards their brand values and what the factors are that make them engage with the brand. Community management humanises the brand and creates relationships with fans.
Communities offer valuable insights into the minds of the people that brands otherwise spend millions of dollars in conducting market research. A brand can effectively utilise these actionable insights by sharing the information collected with their product managers who can then accommodate this feedback in their product research & development.