What Is Going on in the World of Social Media?

Learn how to improve customer relations through community management with Hana Klokner

Hana Klokner (@hanajayklokner) is a social media marketing specialist who has provided training for clients such as Amazon, the United Nations, GLH Hotels, among others. She lectures on digital marketing, social media marketing, and branding at the University of the Arts London and Istituto Marangoni. Not all companies are passionate about social media; however, by embracing this side of the market, you will achieve visibility and reach new clients or customers.

In her Domestika course, Hana helps you build a community management strategy and establish relationships with your followers, customers, or partners using popular social media platforms. Help your brand resonate with your audience and generate engaging conversations around your product.

Social media management vs. community management

Those two terms are often misinterpreted in digital marketing.

Social media management is the process of managing your social media platforms. This includes planning, creating, publishing, and analyzing your social media content.

Social media community management is how you seize opportunities during online interactions with your employees, audiences, and all online spaces, for example, responding to messages and comments.

As a brand operating in social media, you need to know that things change fast, and you must adapt even quicker. Hana gives you an insight into what online users have been expecting and demanding from brands and companies and how this impacts online communication.

Let’s have a look at what these expectations are:

Effective community management

You aim to increase brand awareness, i.e., make people remember your brand when they’re looking for a service or product. To achieve it, apply practical community management approaches:

- Learn to serve your customer and audience best. Know what they want, what they need, what their problems are.

- Get feedback from real customers and real conversations. What works and doesn’t work about your services is key information that will help you improve your services.

- Provide value to your customers. Give something extra: your values are important to your audience and can result in increased conversions and sales.

Dealing with complaints

Complaints are more common and easier to post than ever before. Recent research by social media marketing specialist John Baer, revealed that:

- One-third of all customer complaints (most of them on social media) are never answered.

- Answering a complaint increases customer advocacy by as much as 25%. (Basically, one in every four customers can be made happier by a simple answer from you)

- Not answering a complaint decreases customer advocacy by as much as 50%

- 40% of customers who complain on social media expect a response within an hour.

On a positive level, he also found out that 63% of social media complainers are satisfied with the social media response time.

Data protection and privacy

Over the past few years, there’s been a lot of controversy around social media regarding data protection and privacy, with online accounts having been stolen and identities even being sold.

According to research by HootSuite and We Are Social, 64% of worldwide online users have concerns about the misuse of personal data. You need to think about how to treat your customers and their details, which is very important to them.

Hana gives an example of how Facebook responded to this issue by adding ‘page transparency’ to every Facebook page. This tab lets you find out more about the company: whether it is verified, whether it is being managed and from which country, how many times has the name changed, etc.

One-on-one interactions

As a result of personal data misuse, there is now a higher demand for one-on-one interactions. Sending a message and getting a personalized response has become more critical than ever and a fundamental part of community management. Most platforms nowadays have one-on-one or direct messaging to make orders or respond to complaints about things such as lost packages or lead shipments.

If you want to know more about community management strategies, developing and reaching your goals, and building a stable relationship with your audience, sign up to Hana Klokner’s course ‘Community Management Fundamentals.’

You may be interested in:

- What Is Social Listening?
- What Is Facebook Business Manager and What Advantages Does It Offer
- What Is Inbound Marketing?