Four Personality Traits of a Successful Social Media Community Manager
Many brand disasters have occurred and are continuing to occur as a result of poor communication during the execution of social media programs. Case in point is Nestle's mishandled Facebook fan page issue, in which "Fans" of Nestle tweaked the corporate logo to reflect a less than positive image.
The community manager of the Nestle fan page politely asked that the fans stop using their logo without their permission. However, that request just made the problem worse.
Another example of a social media fumble was when P&G failed to respond to the chemical burn instances that were happening with the new Pamper's Drymax Diapers. The issue created such an uproar from parents that it lead to the creation of a Pamper's protest page with currently 10,627 members and growing.
The social media community manager played a critical role in these instance examples.
For those that do not know about this position, social media community managers are the people that engage customers and prospects on social media channels. They are the SMO enthusiasts, brand advocates, evangelists, content managers, and innovation ambassadors for your organization.
As history and the present has shown us, the wrong move on social media has the potential to hurt a brand's image and customer reputation faster than anything else.
Word of mouth travels fast, and digital word of mouth travels even faster so the wrong social media move by your community manager can royally hurt your organization's image.
In the case of Nestle and Pampers, those old customers hurt by the company community manager communication are highly unlikely to trust those brands again. What makes a social media community manager great and helpful extends far beyond the qualifications in the job description.
As time and continued mishaps occur on social channels one thing becomes more and more clear: there are certain traits that make this social media community manager most qualified to handle any issues or opportunities as they arise.
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