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January 22, 2013 Transcript of #CommsChat on community management

This week, #CommsChat discussed community management and the ways and means of managing an online audience. @VirCommSummit provided lucid guidance throughout the chat and explained the challenges posed to community managers. To see more about community management, check out the Virtual Community Summit.

Some of the standout tweets from the hour are:

@vircommsummit Since the rise of SM it is the role of CMS to be the lynch pin between marketing and other business functions

@ncardwell That’s really interesting. Can CMs be a driving force for customer-focused tech innovation e.g Apps?

@hannahlucy6 CM must engage, not simply reply like #custserv. Too many brands’ Twitter accounts have just become complaint centres!

@makesocialwork There are many tools but in the end its the time you invest building trust and relationships that grows a community

@AllthingsIC Final thought from me: Interested to see how CMs evolve in future & integration with traditional comms roles

Read the full transcript:

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  about 12 hours ago Great discussion on #commschat tonight about the role of community managers
• about 12 hours ago Some great thoughts about CM on tonight’s#commschat – thanks @VirCommSummit and @CommsChat! Look forward to reading whole transcript.
• about 12 hours ago Thanks for hosting Brittany. Night all. Will look out for the transcript tomorrow for what I missed at the start.#commschat
• about 12 hours ago #CommsChat Thank you
• about 12 hours ago @CommsChat another interesting evening#commschat thanks
• about 12 hours ago Thanks to very much to @vircommsummit for interesting chat on community mgmt. Transcript to be posted tmrw morning. G’night all! #commschat
• about 12 hours ago RT @VirCommSummit: #CommsChat Final thought is that there is going to be a lot of jockeying for who does what between cms, smms and marketing.
• about 12 hours ago Alrighty, that’s all we’ve got time for tonight. A plug for @comms_events check out v. cool event tmrw amhttp://t.co/WM98UTdb #commschat
• about 12 hours ago RT @AllthingsIC: Final thought from me: Interested to see how CMs evolve in future & integration with traditional comms roles #commschat
• about 12 hours ago #CommsChat Final thought is that there is going to be a lot of jockeying for who does what between cms, smms and marketing.
• about 12 hours ago RT @uber_engagement: @CommsChat#commschat show me anyone who thinks a community can be managed and I’ll show you a local councillor. QED.
• about 12 hours ago Final thought from me: Interested to see how Community Mgrs evolve in future & integration with ‘traditional’ comms roles #commschat
• about 12 hours ago @CommsChat #commschat show me anyone who thinks a community can be managed and I’ll show you a local councillor. QED.
• about 12 hours ago As the hour winds down, any last thoughts on community management? #commschat
• about 12 hours ago @makesocialwork @commschat #CommsChatfinal tweet from me. What’s a CM? and who cares?
• about 12 hours ago @JHDavidsonPR @VirCommSummitDefinitely-a very common mistake unfortunately! #commschat
• about 12 hours ago @commschat Steer, give direction and listen but not sure about regulate. A CM needs freedom to go with the flow and be trusted #commschat
• about 12 hours ago #CommsChat @Helenw7 It depends on the industry. Some industries are v regulated eg Pharms and adverse effects
• about 12 hours ago @VirCommSummit #commschat. more often than not, the guy behind the gun is a tool!
• about 12 hours ago RT @Helenw7: guidelines yes, regulation no. Good leaders should recognise value of community managers#commschat
• about 12 hours ago #CommsChat A gun is a tool and when used badly goes very wrong
• about 12 hours ago RT @Helenw7: @CommsChat guidelines yes, regulation no. Good leaders should recognise value of community managers #commschat agreed
• about 12 hours ago @CommsChat guidelines yes, regulation no. Good leaders should recognise value of community managers#commschat
• about 12 hours ago RT @VirCommSummit: #CommsChat company leadership should regulate CMs BUT it is a two way street – Company leadership need to be listening
• about 12 hours ago #CommsChat That made me chuckle@uber_engagement
• about 12 hours ago @vircommsummit Exactly – outcome more important than the tools (which can help) #CommsChat
• about 12 hours ago @VirCommSummit #commschat @AllthingsIC. but farming aint a tool – a plough is!
• about 12 hours ago RT @amandacomms: RT @CommsChat: .@amandacomms This is pretty good: http://t.co/h9Iqxbar#commschat thanks so I suppose it includes all officers using SM ?
• about 12 hours ago #CommsChat company leadership should regulate CMs BUT it is a two way street – Company leadership need to be listening
• about 12 hours ago @VirCommSummit #commschat effective farmers use tractors not horse drawn ploughs
• about 12 hours ago #CommsChat Would you define a farmer by the tools he uses? No. A farmer is someone who cultivates a farm by Maddie Rudd
• about 12 hours ago @CommsChat #commschat. what? Who regulates the regulator?
• about 12 hours ago RT @digiconvs: @ncardwell @mattyhudsonAgreed!…To demonstrate joint ROI, ROI got to be defined, common goals should be set etc. #commschat
• about 12 hours ago It’s almost 9, time for final topic: To what extent is/should the community manager’s role regulated by the company’s leadership? #commschat
• about 12 hours ago @uber_engagement Yes I think so, I wouldn’t want to be without it. Think you’re right about the difference you just tweeted. #commschat
• about 12 hours ago @ncardwell @CommsChat @mattyhudsonAgreed!…To demonstrate joint ROI, ROI got to be defined, common goals should be set etc. #commschat
• about 12 hours ago RT @VirCommSummit: #CommsChat Again promoted tweets and sponsored stories can help grow a community. But content needs to be good eg Red Bull jump from space
• about 12 hours ago @sammypatters @AimeeScarlett88“@VirCommSummit: #CommsChat Use analytics 2 measure t sentiment of posts 2 ensure community = not hacked off”
• about 12 hours ago @Helenw7 @vircommsummit So true on the resource front. Too many think because fb/twitter/etc are free, SM is cheap #commschat
• about 12 hours ago @CommsChat #commschat. I do think there is a philosophical difference between growing “on-line communities” and “communities on-line”
• about 12 hours ago @mattyhudson @ncardwell @CommsChatBrands need people who walk the walk for this not those who talk the talk! #commschat
• about 12 hours ago @digiconvs @CommsChat @mattyhudsonIndeed, can be difficult internally. Suppose it’s about demonstrating increased joint ROI etc. #commschat
• about 12 hours ago #CommsChat Again promoted tweets and sponsored stories can help grow a community. But content needs to be good eg Red Bull jump from space
• about 12 hours ago @jgombita That made me chuckle, great image! Adieu #commschat
• about 12 hours ago @VirCommSummit agreed and the resource to properly run it #commschat
• about 12 hours ago RT @VirCommSummit: #CommsChat You do need tools but I believe the strategy is the most important thing
• about 12 hours ago RT @hannahlucy6: @mattyhudson yes that’s definitely the key – any account that’s purely reactive is very poorly managed! #commschat
• about 12 hours ago @ncardwell @CommsChat Absolutely! But there aren’t that many businesses appreciate that due to some trade-offs they make. #commschat
• about 12 hours ago RT @VirCommSummit: #CommsChat Tools like Radian6, Hootsuite help push content and measure engagement. #commschat
• about 12 hours ago @commschat There are many tools but in the end its the time you invest building trust and relationships that grows a community #commschat
• about 12 hours ago @AllthingsIC #commschat is listening a tool?
• about 13 hours ago #CommsChat Tools like Radian6, Hootsuite help push content and measure engagement.
• about 13 hours ago @mattyhudson yes that’s definitely the key – any account that’s purely reactive is very poorly managed! #commschat
• about 13 hours ago @AllthingsIC you’re welcome. You are the stew to my onion soup? 😉 Now I must bid you and others in#commschat adieu.
• about 13 hours ago @CommsChat #commschat. Tools to grow communities on-line? do you mean the equivalent of transport and telecomms infrastructure off-line?
• about 13 hours ago A4) Best tool is to listen, then respond based on what community is asking for/needs. Backed up by wealth of available tools #commschat
• about 13 hours ago @VirCommSummit The job of a CM is slightly different to content manager, but if one has both skills is great but also expensive. #commschat
• about 13 hours ago #CommsChat You do need tools but I believe the strategy is the most important thing
• about 13 hours ago @digiconvs @CommsChat Seems integration of SM/CM/PR/Marketing a big theme. We all need to be at the same brainstorming sessions! #commschat
• about 13 hours ago T4: What are the tools used to grow online communities? ie, app development, analytics, niche social media, etc? #commschat
• about 13 hours ago @digiconvs Agree #commschat
• about 13 hours ago Hi all, sorry for being so late. Catching up now. Thanks @jgombita for your balancing affirmation 🙂 #commschat
• about 13 hours ago #CommsChat I don’t think currently many CMs are content creators
• about 13 hours ago You can come and join in #commschat if you work in or are interested in all things comms. Tip: Usehttp://t.co/ewPgGKby to follow hashtag
• about 13 hours ago RT @VirCommSummit: #CommsChat Use analytics to measure the sentiment of posts to ensure the community is not hacked off #commschat
• about 13 hours ago @CommsChat Social Media Managers structure & guide the work of community managers but both work together not one for another! #commschat
• about 13 hours ago RT @VirCommSummit: #CommsChat Set up separate customer service twitter accounts BUT do also answer them on the main account
• about 13 hours ago #CommsChat I agree @digiconvs
• about 13 hours ago @jgombita @amandacomms @makesocialworkMy ears burning? 🙂 Logging in now, duty called. Note to followers: I’m in #commschat for next 20 min
• about 13 hours ago #CommsChat Use analytics to measure the sentiment of posts to ensure the community is not hacked off
• about 13 hours ago RT @VirCommSummit: #CommsChat Dont turn off the wall – let it be two way – otherwise marketing messages become complaint hubs #Commschat
• about 13 hours ago @VirCommSummit Customer Service is the new PR & ROI won’t be materialised unless you have happy customers! #CommsChat
• about 13 hours ago @Helenw7 @CommsChat @hannahlucy6Agreed. Proactively generate content and share/invite interactions to move past complaint-focus #commschat
• about 13 hours ago What do social media mgrs do that’s different from community mgmt? #commschat
• about 13 hours ago @VirCommSummit for me back to the key point of SM which is to have conversations #commschat
• about 13 hours ago #CommsChat Set up separate customer service twitter accounts BUT do also answer them on the main account
• about 13 hours ago @hannahlucy6 Agreed – brands can use their SM channels to lead the debate, to be pre-emptive in a discussion, not purely reactive #commschat
• about 13 hours ago @CommsChat @hannahlucy6 Address issues quickly and reasonably but equally provide proactive engaging content for customers #commschat
• about 13 hours ago #CommsChat Don’t turn off the wall – let it be two way – otherwise marketing messages become complaint hubs
• about 13 hours ago RT @VirCommSummit: #CommsChat It may sound obvious but key to being a CM is having a community ie people collaborating over a shared interest
• about 13 hours ago @CommsChat @hannahlucy6 instigate the discussion – make it a two way dialogue rather than just responding to complaints #commschat
• about 13 hours ago #CommsChat Complaints should be expected but it is important to be seen to answer the questions.
• about 13 hours ago MT @hannahlucy6: @CommsChat CM must engage, not simply reply Too many brands Twitter accounts have just become complaint centres! #commschat
• about 13 hours ago .@hannahlucy6 What should brands do on social media to prevent a channel from becoming a complaint centre? #commschat
• about 13 hours ago #CommsChat SM marketers are mainly using sm tools to amplify brand messaging. The good ones learn how to tie this to community.
• about 13 hours ago @CommsChat SM Manager looks after channels+strategy, community managers need to engage ppl to use it i.e build the community #commschat
• about 13 hours ago @CommsChat #commschat CM must engage, not simply reply like #custserv. Too many brands’ Twitter accounts have just become complaint centres!
• about 13 hours ago #CommsChat At the moment the titles are used inter-changeably. However, I think some roles are more SM marketing based which is different.
• about 13 hours ago RT @venessapaech: “@VirCommSummit:#CommsChat marketing need to work with CMs to sense check campaigns – for fit with strategic community goals”
• about 13 hours ago How bout we start on T3: How do the roles of social media manager (or for that matter, #custserv) and community manager differ? #commschat
• about 13 hours ago @amandacomms So a key skill for a community mgr is to have solid understanding of these different audiences & their synergies #commschat
• about 13 hours ago #CommsChat Absolutely agree @ncardwell
• about 13 hours ago RT @hannahlucy6: @ncardwell @CommsChatexactly, an integrated approach bringing together both types of comms is likely to succeed #commschat
• about 13 hours ago RT @Helenw7: #commschat They will drive business strategy as they will be party to needs/wants of audience/community #commschat
• about 13 hours ago @VirCommSummit That’s really interesting. Can CMs be a driving force for customer-focused tech innovation e.g Apps? #commschat
• about 13 hours ago #CommsChat Interesting that Facebook moved developer support off Facebook!
• about 13 hours ago @CommsChat @ncardwell #commschatexactly, an integrated approach bringing together both types of comms is likely to succeed
• about 13 hours ago #commschat They will drive business strategy as they will be party to needs/wants of audience/community@CommsChat
• about 13 hours ago #CommsChat I think CMs need to look beyond traditional social media to specialist sites eg stack overflow -for self service customer support
• about 13 hours ago @CommsChat many will be in house and they will behave almost like customer service. They will also focus beyond just Facebook #commschat
• about 13 hours ago @makesocialwork different needs yes but need to avoid unnecessary splits between the two as they are two sides of same coin #commschat
• about 13 hours ago #CommsChat Much more hectic lol – There needs to be exec level community management representation
• about 13 hours ago RT @ncardwell: Re Int/Ext split – I think CMs are central to creating internal values which drive external service#commschat
• about 13 hours ago RT @VirCommSummit: marketing need to work with CMs to sense check campaigns – for fit with strategic community goals #commschat
• about 13 hours ago “@VirCommSummit: #CommsChat marketing need to work with CMs to sense check campaigns – for fit with strategic community goals”
• about 13 hours ago #CommsChat Since the intro of promoted tweets and sponsored stories this is more critical eg Barclays backlash
• about 13 hours ago @amandacomms @makesocialwork Re Int/Ext split – I think CMs are central to creating internal values which drive external service #commschat
• about 13 hours ago Now that we have a good grounding in CM, let’s take a look at T2: What will the future look like for community managers? #commschat
• about 13 hours ago #CommsChat marketing need to work with CMs to sense check campaigns – for fit with strategic community goals
• about 13 hours ago @amandacomms @makesocialwork on #WMN@AllThingsIC is (now) the #internalcomms #social yin to MY#socialPR yang. 🙂 #commschat
• about 13 hours ago RT @VirCommSummit: #CommsChat Since the rise of SM it is the role of CMS to be the lynch pin between marketing and other business functions
• about 13 hours ago @makesocialwork surely there should be no split between internal and external activity in the modern world?#commschat
• about 13 hours ago RT @VirCommSummit: #CommsChat Since the rise of SM it is the role of CMS to be the lynch pin between marketing and other business functions
• about 13 hours ago #CommsChat I believe a CM is both internally and externally focused
• about 13 hours ago #CommsChat Since the rise of SM it is the role of CMS to be the lynch pin between marketing and other business functions
• about 13 hours ago RT @amandacomms: it has put more power back into the frontline and away from corporate central control#commschat
• about 13 hours ago @makesocialwork is a community manager internally or externally focused? Or both? #commschat
• about 13 hours ago @RossMcCaff @CommsChat Acknowledgement & walking customers through whole process rather than just informing of start/end points #commschat
• about 13 hours ago #CommsChat Yes I agree Amanda
• about 13 hours ago @CommsChat @VirCommSummit it has put more power back into the frontline and away from corporate central control #commschat
• about 13 hours ago For everyone .@VirCommSummit how has that changed since rise of social media? #commschat
• about 13 hours ago MT @RossMcCaff: @CommsChatacknowledgement key – taking customers feedback through SM works, but good to let them know they input #commschat
• about 13 hours ago #CommsChat It may sound obvious but key to being a CM is having a community ie people collaborating over a shared interest
• about 13 hours ago @CommsChat a human voice #commschat
• about 13 hours ago @CommsChat acknowledgement key – taking customers feedback through SM works, but good to let them know they have had input #commschat
• about 13 hours ago RT “@CommsChat http://t.co/fnwB42HG#commschat” <– great explanation of what community management involves
• about 13 hours ago RT @CommsChat: . @amandacomms This is pretty good: http://t.co/h9Iqxbar #commschat thanks so I suppose it includes all officers using SM ?
• about 13 hours ago RT @CommsChat: Forbes lists growth, engagement, listening, improvement as keys to CM. What do others think? #commschat
• about 13 hours ago Forbes lists growth, engagement, listening, improvement as keys to CM. What do others think? #commschat
• about 13 hours ago @CommsChat more focus on tone, interaction and engagement. Less focus on fan acquisition #commschat
• about 13 hours ago #CommsChat Good question. Don’t have the stats but it is going up eg Nike taking social back in house
• about 13 hours ago @amandacomms a human voice #commschat
• about 13 hours ago . @amandacomms This is pretty good:http://t.co/tfoFxkn8 #commschat
• about 13 hours ago RT @VirCommSummit: #CommsChat CMs will sit in front of multiple business functions – sometimes engaging direct and sometimes triaging
• about 13 hours ago RT @amandacomms: can someone provide me a definition of what the community manager role covers? thanks#Commschat
• about 13 hours ago @VirCommSummit what sort of percentage increase has there been in the CM job title over the past year or two? #Commschat
• about 13 hours ago can someone provide me a definition of what the community manager role covers? thanks #commschat
• about 13 hours ago tuning into #commschat
• about 13 hours ago RT @VirCommSummit: #CommsChat It has become more strategic eg covering customer service support etc
• about 13 hours ago RT @VirCommSummit: CMs will sit in front of multiple business functions – sometimes engaging direct and sometimes triaging #commschat
• about 13 hours ago Share your thoughts on audience engagement and community mgmt on #commschat now
• about 13 hours ago #CommsChat CMs will sit in front of multiple business functions – sometimes engaging direct and sometimes triaging
• about 13 hours ago #CommsChat It has become more strategic eg covering customer service support etc
• about 13 hours ago If you want to check out more on@vircommsummit see: http://t.co/z01ZnQFW #commschat
• about 13 hours ago Time for #commschat so lots of tweeting – apologies if it is annoying.
• about 13 hours ago Remember to use the hashtag and intro yourself, T1:How has the role of community managers changed since the rise of social media? #commschat
• about 13 hours ago #CommsChat Hi everybody
• about 13 hours ago Hi all, Brittany here, from Communicate. Tonight we’re joined by @vircommsummit who runs a conference on online community mgmt #commschat

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