As a community manager for major brands, I am constantly reevaluating my community approach.
How am I disseminating messages to the audience? What value am I providing for the community? Am I broadcasting my message points? Am I listening and actively (and appropriately) engaging in conversation? Am I welcoming? Am I receptive to criticism and feedback? Am I reacting without thinking?
I’ve had this conversation with a number of colleagues and peers in the social marketing space. Community management isn’t about the brand, it’s about the community. It’s nurturing their needs, and reinventing your product/service to fit into their life. What brands are doing that for you? What brand is paying attention to your needs and changing their approach to make it specific for you?
Lemme tell you a lil’ story about a brand who listened to me. Ahem.
Back in June I took a trip down to Phoenix to visit my best friend Mary. Now this may come as a surprise to you, but Seattle does not have Dunkin’ Donuts, and I have to tell you I am a bit fanatical about DD coffee. I mean, I LOVE it, and being the best friend that Mary is she took me straight from the airport to pick up a welcome cup of piping hot coffee.
When we got to the door we saw a plastered sign declaring that very day as “Free Donut Day,” and while I don’t like donuts, that’s something I can certainly back. So I flew open the door and darted inside to find there were no donuts (which as you might imagine makes donut day a lot less appealing). So, I did what any normal person would do to a brand they unconditionally love (but are really really disappointed with). I tweeted with contempt.
JessicaRandazza: “Dear @DunkinDonuts, FOR SHAME! No donuts left on FREE DONUT DAY. So sad I even left without coffee! With an empty heart and stomach, Jess”
Now, I’ve been talking to my boys at DD for quite sometime, telling them how much I love them and such, but I really was mad at them. And let me remind you: I don’t like donuts. But I was disappointed in a brand that I love, and assumed they would adhere to that high level of expectations that I set. And less than three minutes later, they changed my anger back to love.
Direct Message from DunkinDonuts: Jess, Sorry to hear that you’re upset and know you love coffee. Can we send you some on us? Need a mailing address, and again, apologies.
*SWOON* Out of all the complaints they receive, and the number of folks they communicate they know I love coffee?! They listened. They made it about me. They paid attention to me. And for that reason, there isn’t a week that goes by that I don’t have a their coffee (I may or may not have moved to New York just so I could have it readily available).
To me, that’s what it’s all about. Listening and remembering what is important to your network. To quote Gary Vaynerchuk, it’s all about “Care.”
How are you taking care of your network ? Are you listening to their needs and adjusting accordingly? What experiences have you had with brands to make you a fan/hater?
I always find customer service on the internet interesting. It’s just not scalable. As we move toward a more digital society, people will be interacting and, ultimately, complaining online. At what point does “Here’s something free to shut up” stop working? At what point does “You did this for that person but not me” become a problem? These are rhetorical but many companies that are lauded for their digital customer service are creating an atmosphere that may ultimately hinder long term development of customer service on the web….
enjoyed reading your article. Perhaps a follow up would be in order proving a few other suggestions on how the brand ambassador in providing customer service or engendering good will in the community. Turning a negative into a positive. Addressing concerns or complaints, etc. Good stuff!