By definition turned outwards and therefore towards others, the community manager is aimed at Internet users with an interest in the products, services or universe of a brand. He therefore effectively communicates with them by engaging in a real dialogue. To be effective in your digital communication strategy, you will have to put yourself in the place of your audience in order to think and act like it. Put your personal tastes and your ego potential aside in order to be of service to your audience. To learn all about the ways to create engaging content for your audience on social networks including Facebook, I invite you to watch this video or to browse the article …
Think like your audience
As you probably know, on networks more than elsewhere, the reactions of Internet users are sometimes surprising. These actions generally challenge us not so much by the potentially provocative words they could imply, but for the vast majority because we were unable to foresee them. It is therefore the unpredictability of the reactions that poses a “problem” for us. So, if it is obvious that you will have to offer content that matches the interest of your fans (think about the study of your personas), it is futile to try to anticipate their reactions.
A classic case of this situation is to spend time creating the perfect visual, the ideal editorial content and to make sure to post at effective schedules. Everything should roll, but no. Despite a evocative title, compelling content and a call to action nothing is happening. If this happens to you ask yourself, breathe and above all keep in mind that you are as community manager the leader of a community and not the community itself.
Review your previous posts with a critical eye and you may find that the most effective posts are not your favorites. And yes, this is one of the biggest challenges for the community manager: you need to be able to put yourself in the shoes of your audience and sometimes leave your sensitivity and tastes if they don’t agree with those of the community. And in this case, what will make the difference between two professionals will not lie so much in technical skills, but in their ability or not to do show empathy. So listen, open up to your Internet users and ask them from time to time for their opinion on this or that subject.
Pace your publications
The publication rate will obviously be scalable according to your target (B2B, B2C), your industry and other criteria. If for example you are in the press sector, it is obvious that you will have to produce and offer content to your community very regularly … Which is far from being the case for a restaurant for example.
Your publication and dissemination calendar should also be built in accordance with the type of content you have to offer. If no major event is to be expected and you do not have essential / important information to communicate to your audience and keep your content well for future posts. Publishing to publish is counterproductive. Really keep in mind that a post constitutes speaking and aims at a goal. Your content will be more valued later.
Finally if you are wondering about the rhythm of publications, study your statistics. Too many publications may indeed tire or even drown your readers who will no longer take the time to react to your posts. The reverse is also true if the frequency is too low, in which case your readers may simply forget you.
Interpellate your audience
We read here and there that it would sometimes be necessary to publish very regularly if not massive to be effective. If it may indeed be useful to publish the same message several times, especially on Twitter where the lifespan is very short, sure Facebook this practice should be avoided. And this for many reasons. On the one hand you are going to annoy your audience by presenting the same content, this same audience risks seeing you as a door breaker or even a spammer and unliker your publications. The result, you understand, is a terrible image and the need to take the oars out for a little while behind.
What you can do though is reformulate the same message by varying the content and the form, that is to say the format and angle.
You can also settle for not republish only the best posts. once again put yourself in the shoes of your internet users. You will enjoy reading and re-reading and re-reading several times an average content… surely not. So think of them!
Last thing, sometimes despite your efforts it seems that nothing works. Don’t panic, this may not be related to the content, but at the time of its publication. Then analyze your statistics carefully and give priority to the publication times corresponding to the niches in which your Internet users are connected. It’s silly, but you don’t always think about it.
Creativity, empathy, flexibility and analysis, this is how you as a community manager will be able to create engaging content for your audience. And remember your audience is not you therefore test things and that even if some indicate rules to you. On the networks, you have to experiment before advancing anything with certainty. So go ahead, get started!