Have you ever found yourself talking to, or even shouting at, your television? Perhaps during a big game or a scary movie? What about in the middle of a commercial for a product you like — or strongly dislike?
The most frustrating part of that situation is that the TV can’t talk back. Not yet, anyway.
But Facebook pages can. Unforunately, brands fail to respond to 95 percent of posts made on their Facebook walls.
This means that most brands are turning Facebook, one of the most dynamic back-and-forth platforms in the history of creation, into a TV or newspaper — providing content without engaging in a truly two-way conversation.
For perfect community management on Facebook, follow these four important rules:
1. Content and Community Management Are Equals
Excellent content is important, but you need to value top-notch community management at an equal level.
When you have fans reaching out to your brand in new ways, why in the world would you shun them?
Content tells the story of your brand, but community management shows the heart of your brand.
2. Every Post Deserves a Response
That’s not most. That’s every post. Even non-questions should receive a “thank you.”
If someone cared enough to write on your brand’s Facebook wall, you should care enough to respond.
The exceptions here are in posts that are obviously spam or vulgar, and those that are controversial in nature (politics and religion come to mind). Part of training a community manager should be helping them identify those exceptions.
3. Community Managers Must Be Brand Experts
It’s tempting to find a recent college graduate in the communications department and put him or her in charge of community management.
However, for the most success, your community managers should be brand experts, understanding the past, present and future of the company.
If you think proper voice and tone doesn’t matter because “it’s just Facebook,” you’ve already lost.
4. Respond Quickly
Many people are posting about a brand because of something going on now.
Be it good or bad, your brand as an opportunity to jump right in and impress your customer.
We live in an on-demand, live-streaming world, so don’t put community management off.
Guest writer Mike Schaffer is the director of social media for iostudio.
Images courtesy of Shutterstock.