The VPM Blog

Let's Get Real: How community managers can authenticate your brand

Posted by Taylor Ennis on Aug 3, 2015 9:43:04 AM

What is the sound of your company voice? If it’s an automated robot, you’re doing it wrong. As a living and breathing brand, you should begin to find a voice that helps you stand out in your industry. Whether your business is formal and conservative or quirky and sassy, there is no better way to show your audience that you’re real than with a community manager. It’s simple, if you want to connect with your audience on a personalized level, put a human behind the computer screen and in control of your web generated content.

Below we will review how community managers can make your brand authentic with these four strategies. 



Branch out

Whether your company is networking at a conference or running a campaign, community managers realize that communities exist everywhere. While some companies limit themselves to participating only in Twitter or Facebook, it is wrong to assume that the only important conversations are happening online. Beyond the bounds of Facebook comments and LinkedIn connections, your industry holds countless engagement opportunities for your business to leverage.Take the time to complete an internal and external audit to find where your community is connecting and finding spaces for community growth. Understanding why you’re doing what you’re doing will add value and purpose to your brand personality and the message that you want to send across.

Get Inspired

Writer’s block for some is no big deal. For others, it’s a nightmare. Content creation can be some of the most time consuming and brain wrenching tasks for a community manager. By definition, a community is considered a feeling of fellowship as a result of sharing common interests and goals. So, why not go to your industry for inspiration? Big and small industries are engaging with their communities on social media daily and can become your best tool to evaluate worst and best practices.

Know thy community

Simple online and offline conversations will not reward your communities or audience without context. Like a frame without a picture, it is important that you understand that adding value to your conversations is what it’s all about. To ensure that you’re sending the best message across, think before you speak (or type). Research and evaluate your community and target audience to identify the best action to take. Each community and person has their unique set of questions, needs or issues, and as a community manager you’ll find that you encounter the same situations again and again. Creating a FAQ page or flow chart with a bundle of common community issues and questions can help your web-based visitors find the answers they need fast. However, never discount personalized interaction. Be sure that you will be prepared and available for the ones who matter most in your business, so you can easily engage in an effective manner.

Know thyself

It's no coincidence that "community" is in the name itself. A community manager should be a natural fit in the community. As a part of the brand voice, community managers should establish an identity that is authentic to community members. Each community manager will have their own style, humor, voice, etc., and it’s wise to embrace that along with your brand’s story. By pulling in content from experiences, using common lingo, responding to small talk and speaking naturally online, it will become easier to reflect a personal tone.

With the flood of online content we now face, a community manager can be key to engaging prospects on a human level and making your brand stand out. If you're looking to take it a step farther, check out our free eBook on Inbound Marketing. 

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Topics: community manager

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