SOCIAL

MEDIA

CARE

COMMUNITY MANAGEMENT GUIDELINES

WHAT IS

COMMUNITY

MANAGEMENT?

DEFINITION:

“ THE DISCIPLINE OF ENSURING PRODUCTIVE

COMMUNUTIES. “

WHAT IS A

COMMUNITY?

DEFINITION:

“ GROUP OF PEOPLE

online WITH SHARED

VALUES, BEHAVIORS

AND ARTIFACTS looking

for entertainment and

educational content “

WHO IS A

COMMUNITY

MANAGER?

DEFINITION:

COMMUNITY MANAGERS EXECUTE COMMUNITY STRATEGY AND

ENSURE SHARED PURPOSE.

BUSINESS

OBJECTIVE

AUDIENCE

OBJECTIVE

SHARED PURPOSE

SKILLS:

• COMMUNICATION

• ABILITY TO MATCH BRAND’S

PERSONALITY

• UNDERSTANDING HUMAN

BEHAVIOR AND MOTIVATIONS

• CONFLICT RESOLUTION

• RELATIONSHIP BUILDING

ATTRIBUTES:

• LOVE OF PEOPLE

• JUDGEMENT CAPABILITY

• TEMPERED ENTHUSISAM

• ADAPTABILITY

• EMPATHY

• FUN-INTERACTIVE

ROLE OF A COMMUNITY MANAGER:

1. Ensure the AUDIENCE receives more VALUE than they contribute

2. Define the SCOPE, IDEAL OUTCOMES AND BOUNDARIES

3. Facilitate disagreement and conflict in a CONSTRUCTIVE MANNER

4. Monitor, Measure & Report

5. Discourage and limit DESTRUCTIVE BEHAVIORS

Key things to always observe on

social:

• Your company name

• Your products and/or brands

• The competition

• Customer service inquiries

• Influencers

• The CEO

• Keywords related to your industry

HOW TO

IDENTIFY A

POTENTIAL

CRISIS ON

SOCIAL MEDIA

• SOCIAL MEDIA is about giving a channel where the

customer can INTERACT WITH THE BRAND.

• The Tone of Voice should be LESS

CORPORATE and MORE HUMAN.

BE HUMAN!

BE EMOTIVE!

USE EMOJIS!

TONE OF

VOICE

• AVOID BACK AND FORTH exchanges online with

an irate customer

• Always call an irate customer or ask them to

share their contacts.

• DO NOT ask for a customer’s number before

confirming on the database

• ALWAYS check for SPELLING MISTAKES before

responding to queries.

DEALING

WITH

IRATE

COMMENTS

GUIDELINES

• BE POLITE: No matter the discussion, while acting on behalf of the brand, be

polite. The conversation may be formal or informal but as an agent of the brand

kindly maintain your decorum.

• DO NOT make EXPLICIT REFERENCES: No images, or inappropriate wording

should be used on any of the brand’s digital platforms.

• DO NOT use PROFANE or OBSCENE LANGUAGE or make any references to

UNFITTING CONTEXT.

• DO NOT ATTACK OTHER INDUSTRY PLAYERS. Competition will be dealt in the

best way the Brand knows how, offering outstanding customer service and

post great results.

• AS AN AGENT FOR THE BRAND. Avoid comments or updates that suggest

your displeasure in your association with the Brand.

• TAKE NOTE OF TROLLS. Someone who posts inflammatory, extraneous, or off-

topic messages in an online community, such as a forum, chat room, or blog with

the primary intent of provoking readers into an emotional response.

• IDENTITY THEFT: This could happen by simply clicking a link. Most of the links have

a catchy line like “I found this blog saying nasty things about you, click here”

others are offers “for more followers click here”

SET CRISIS

THRESHOLDS

Steps to determine the threshold for the volume

and sentiment of mentions online:

• LESS THAN FIVE NEGATIVE MENTIONS PER

HOUR: Continue monitoring closely. Compile a

report for senior management to review at the

end of the day.

• MORE THAN FIVE NEGATIVE MENTIONS PER

HOUR: Begin taking note of the current

situation.

• MORE THAN 10 NEGATIVE MENTIONS PER

HOUR, FOR MORE THAN THREE CONSECUTIVE

HOURS: Contact the team and begin officially

rolling out the social media crisis management

plan.

END