As the old saying goes, technology is scalable but people are not. This is never more true than in social media. As the importance of social channels grows, how can you find the best ways to grow with the demands of your audiences? Here, we will look at some of the tools and considerations you need to take into account to make the management of your social media channels as effective as possible.

1. COMMUNITY MANAGEMENT TOOLS AND
TECHNIQUES
Paul Fabretti
Digital Director, Brazen PR
@paulfabretti
CIPRNWSocialSummer

2. WHAT WE’RE GOING TO COVER
1. What IS community management?
2. Why is there a problem?
3. Common community management
issues
4. So what do you need to think about?
5. Questions
CIPRNWSocialSummer

3. WHAT ARE WE TALKING ABOUT?
§ Developing and nurturing an audience
under a common interest:
§ Creating content
§ Responding to customers:
§ Customer service/sales
§ Outreach/moderation
§ Directing business change
CIPRNWSocialSummer

4. WHY ARE WE TALKING ABOUT IT?
§ 1: These are tough times:
§ Recession PR - more from less
§ Undefined role/structure – who and
when?
§ Inefficient – time drain
CIPRNWSocialSummer

5. WHY ARE WE TALKING ABOUT IT?
§ 2: Consumer behaviours changing:
§ Always-on – how to keep up
§ Shares – good & bad content/experiences
§ Collaborates – together consumers are
stronger
§ Creates – on-ramp to creativity is much
lower now than ever
CIPRNWSocialSummer

6. TYPICAL CM ISSUES - CHANNELS
§ 1: Social is multi-format and mobile:
§ Diverse - different platforms with
different functions
§ Content types – different formats
§ Speed of response – real-time
CIPRNWSocialSummer

7. TYPICAL CM ISSUES - GEOGRAPHY
§ 2: Social is global:
§ Timings – different time zones
§ Language – multiple translations
and tones
§ Variances – local product and
trends
CIPRNWSocialSummer

8. TYPICAL CM ISSUES - ORGANISATION
§ 3: Social isn’t everyone’s business
§ Curation – different teams, different plans
§ Purpose – comms or marketing or CS
§ People – not everyone cares (or knows)
as much as you
§ Feedback – how does the business learn
CIPRNWSocialSummer

9. CM PLANNING CHECKLIST – AUDIENCE
§ 1a: Know:
§ You & your products
§ Your competitors
§ Your sector
YOU
§ Where
§ Media Used
§ Metrics
CIPRNWSocialSummer

10. CM PLANNING CHECKLIST – AUDIENCE
§ 1b: Know:
§ Media split – which are your time-
consuming channels
§ Themes – recurring issues or praise
§ Content – conversations or mentions
§ People – Influencers or Passives
CIPRNWSocialSummer

11. CM CHECKLIST – THE AUDIENCE
Understanding the media split is crucial – know where you time-consuming channels are
CIPRNWSocialSummer

12. CM CHECKLIST – THE AUDIENCE
15%
230
4%
6
10% 2
44
Understanding the media split is crucial – know where you time-consuming channels are
CIPRNWSocialSummer

13. CM PLANNING CHECKLIST – TIME
§ Twazzup:
§ Velocity
§ Influencers
§ Popular:
§ users
§ hashtags
§ keywords
CIPRNWSocialSummer

14. CM PLANNING CHECKLIST – INFLUENCERS
§ Socialbakers:
§ Key Influencers
§ Twitter & Facebook
§ Most engaged
users
§ Post reach/
engagement
CIPRNWSocialSummer

15. CM PLANNING CHECKLIST – CONTENT
§ edgerankchecker:
§ Content performance
§ Evaluate news stream
visibility/ average
engagement metrics
for each post
§ Identify optimum
times/content for your
sector
CIPRNWSocialSummer

16. CM PLANNING CHECKLIST – TIMINGS
§ Expectations:
§ Routine
§ Opening hours
§ Setting
expectations
§ House rules
CIPRNWSocialSummer

17. CM PLANNING CHECKLIST – CONTENT
§ retweetrank:
§ Reach and Exposure
§ Average RT/Tweet
§ Total RT’s
§ Influencers
§ Follower growth and
more
CIPRNWSocialSummer

18. CM PLANNING CHECKLIST – PEOPLE
STRATEGIST COMMUNITY EDITOR RESEARCHER
MANAGER
• Commercial • Delivery of • Writing • Brand
objectives content plan • Status monitoring
• Metrics • Content Updates (and • Competitor
• Process (sourcing, moderation accompanying analysis
posting, moderation) • Influencer/ multimedia • Content
• Content Strategy: Detractor content) gathering –
(frequency, time, management • Blog posts internal liaising
content type, • Issue
moderation process) escalation
• Internal strategic • “General”
liaison conversation
CIPRNWSocialSummer

19. CM PLANNING CHECKLIST – POSTING
§ Content plan:
§ Annual plans
§ 2/3-months ahead
§ Localisation
§ Legal approval
§ Assets (lead
times)
§ Posting schedule
§ A SHTF plan
CIPRNWSocialSummer

20. CM PLANNING CHECKLIST – MODERATION
Take reasonable
action to fix issue
and let customer
know action taken
POSITIVE NEGATIVE Yes Yes
Do you Evaluate Does customer
No Assess the
want to the need/deserve
message
respond? purpose more info?
Yes Yes Are the No
No Unhappy Gently correct
facts
Response Customer? the facts
correct?
No
Dedicated Yes Are the No
Yes Can you No Complainer facts
add value?
? correct?
No Yes
Respond in Is the Explain what is
Thank the Yes
kind & Comedian? problem being done to
person being fixed?
share correct the issue.
No
Yes
Let post stand
and monitor
CIPRNWSocialSummer

21. CM PLANNING CHECKLIST – PLATFORMS
§ Platforms:
§ Auto-schedule
§ Team roles/
permissions/
assignments
§ Moderation queue
§ Content/user
flagging
§ Engagement
analytics
CIPRNWSocialSummer

22. SUMMARY
§ Check volumes/channels
§ Categorise content/issues
§ Know who/what to respond to
§ Use a professional tool (to schedule,
moderate, assign)
§ Plan ahead – content gathering
§ SHTF plan
CIPRNWSocialSummer

23. Questions
CIPRNWSocialSummer