l e a d i n g i d e a s
YouTube channels, Google+ circles,and, most recently, Pinterest boards,they realize quickly that establishing a social media presence is just thebeginning. Community manage-ment — the art and science o con-vening and hosting ans in socialmedia across multiple platorms —quickly emerges as a vitally impor-tant skill.This discipline is critical in es-tablishing a social media communi-ty that is healthy, active, and grow-ing. Further, once visitors becomeans, companies have the responsi-bility to listen to them and rewardtheir behavior with an “always on”experience. Managing real-timecommunities requires expertise thatincludes listening to what ans aresaying; curating the editorial experi-ence; ensuring that the brand’s voiceand presence are coherent; measur-ing the eectiveness o the brandcampaigns against business andbrand objectives; and innovating toanticipate what is next or thebrand’s an base in terms o content,tools, or digital media platorms.Not surprisingly, these new re-quirements also raise concerns. About 50 percent o respondents say their lack o sucient community management resources represents a major barrier to social media suc-cess, and 55 percent worry that they are losing control o their brandmessages. “You have to be ‘on’ 24/7,”notes a senior executive with a majorapparel brand. “You have to respondto customers all the time. Issues es-calate so ast, you can be held hos-tage by someone in social media.”Many companies are thereoreon the hunt to recruit talent thatcan support high-impact commu-nity management. The community management proessional, partbrand champion, part chie listener,part superan, and always “missioncontrol,” brings a variety o skills tobear on the job. It is a dynamic,complex, and people-intensive unc-tion that requires a usion o analyticand creative expertise.
2. Content development.
Tobuild a robust content developmentcapability, companies must otencompletely reboot their approachesto communications and campaigns. According to one major beveragemarketer, “Old-time brand manag-ers only did TV. Now brand manag-ers have to think about social [me-dia] in everything they do. Do they have sucient content they canshare with their community?”Unlike traditional advertising content, the goal o which is otenawareness or brand recall, social me-dia ocuses on sharable, participa-tion-ocused content that stimulatesconversations and gets the consumerinvolved in and connected to brandstorytelling. A powerul example isNike’s “The Chance,” a global Face-book and YouTube-centric competi-tion developed by Nike agency AKQA. Over an eight-month peri-od, 75,000 young, undiscoveredsoccer players rom 40 countriescompeted or a lie-changing con-tract with the Nike Academy. Theaspiring athletes were encouraged toBurberry’s deliberate investment inthese digitally ocused capabilitieshas enabled the company to developpowerul, direct, and multiplatormrelationships with its ans and con-sumers, creating unprecedented op-portunities or brand building,product marketing, and consumerengagement. This strategic ocus ondigitizing and socializing its brandand the consumer’s experience o ithas prooundly changed the compa-ny. Says creative director Christo-pher Bailey, “Burberry is now asmuch a media-content company as we are a design company.”
Creating a Social Experience
For companies in all sectors, com-munity management, content devel-opment, and real-time analytics rep-resent a new way to build directrelationships with consumers — andthus a major opportunity to generatebusiness value.
As companies begin building brandson Facebook pages, Twitter eeds,
Unlike traditional advertising content, socialmedia focuses on sharable, participation-focusedcontent that stimulates conversations and getsconsumers involved in brand storytelling.
Investing in Engagement
Social media spending as a percentage of the digitalmarketing budget is on the rise
Less than 5%5%–10%10%–20%Over 20%
% of Respondents% Budget28%27%
Sums may not total 100 due to rounding.
Booz & Company/Buddy Media survey