7/6/13

Engage your online communities through innovation and viral marketing

Securing your social media profiles, ensuring they’re filled with relevant company information and aligning the visual elements with your brand is the easy part. The most challenging aspect of social media success is understanding and engaging with your audience, and accounting for their wants and needs in a way that translates to ROI for your company.
No two audiences behave the same way, and their desires are evolving constantly. Following these community management best practices will allow your fan bases to thrive and participate with your brand. That will lead to better engagement and a stronger return on time spent.
Encourage discussion through relevant content. Ask questions of your fans, encourage feedback and participation, and offer exclusive information that makes them feel valued.
Interact often. Respond to questions, thank fans for sharing info, and offer follow-up. Be genuine and interact as if they were talking to you face to face.
Let communities self-manage. Allow others in the community the chance to chime in on topics or answer questions. The strongest communities are those that feel empowered to share their own knowledge and don’t require the company to intervene all the time.
Grow and adapt to changing needs. Take the time to notice shifts in discussion or behavior patterns. Are people sharing a certain type of content more often than others? Provide more of it. Seeing “how to” questions being posed? Provide more tips and tricks.
Reward advocates. Are there certain individuals who are particularly active and passionate about your brand? Surprise them with a coupon code or free sample. Even asking their opinion on a new product or for their feedback will encourage them to continue to be grassroots advocates.
Surprise and delight. Offer your fans exclusive information and giveaways, feature special fans or just have fun with them. Your audience is rallying around your brand, so make it worth their time — and they’ll make it worth yours.