It's not your Community Manager, it's your brand strategy
By: Eduardo Gutiérrez
Almost two decades ago, Tim O'Reilly, founder of O'Reilly Media, introduced the concept of «Web 2.0,» which marked a revolution in the way we perceived and understood the internet and media in general.
O'Reilly described Internet 2.0 as an environment where, for the first time in media history, direct and constant interaction between broadcasters and receivers is permitted. Unlike television, radio, or traditional print, social networks have given all users the tools to react, respond, share, ask questions, and engage in dialogue with institutions, organizations, and prominent figures.
In the last two decades, communication has ceased to be unidirectional and has become interaction, and with the vast amount of channels and content, the interactions between brands and users are increasingly constant.
Today, 20 years after this revolution, we can carry out a Quick search on LinkedIn, and we will find more than 1.5 million people with the title «Community Manager» in a company or agency. Unlike what is commonly perceived in the profession, this role, literally translated into Spanish as «community manager,» goes beyond merely managing complaints and comments online.
The Community Manager is the figure responsible not only for responding and interacting with users and brand followers, but also the one who embodies the brand's strategy. A Community Manager giving life and voice to a brand, and often their work can influence not only a sale, but also the orientation, information, and transmission of the brand's values to its clients and users.
Today, the way we interact with our followers is crucial for our brand positioning, and the Community Manager it must become one of its main ambassadors. To achieve this, here are three keys that we believe can be very helpful:
You Community Manager You should know your brand better than anyone.
A good Community Manager must perfectly understand the value proposition, the reason for being, the desired positioning, and the tangible and intangible benefits you offer. By mastering the essence of your brand, they will surely be able to better convey its full value.
2. To personify your brand, your social media manager must embody its personality.
The Community Manager You must deeply understand the traits that make up your brand's personality. This will help you find the most suitable tone of voice for interacting with your users, customers, or followers.
3. Context Matters
It is essential that you Community Manager has the ability to adapt to the context. Responding to a congratulatory comment is not the same as solving a problem or guiding a new user seeking information. A good community manager is one who will identify how to act and respond in diverse situations.
When it comes to your brand's positioning, interacting with your followers goes beyond the technical task of responding to comments and addressing complaints. It's about reflecting the entire essence of who you are, what you're seeking, and what you represent to your users and followers. And in that sense, it isn't your Community Manager, is your brand strategy.
Would you like to learn more about distilling your brand's essence and making it come alive across all your channels and touchpoints? Send us a message and let's talk about it.
