Why Community Management Works
Community management goes way beyond customer service and crisis management. Making human connections is absolutely crucial to the success of your business. There is no avoiding it.
What's crazy is that I've been preaching this ever since The Thank You Economy in 2009, and it just keeps getting more and more relevant, even though so many people still don't understand. If anything people might understand less now than they did back in 2009. The more IPOs and acquisitions we see in the marketplace, the more companies are pushed toward short-term results in order to compete.
But what they fail to realize is that community management is a lot less about customer service and a lot more about building human connections with your customers. If you really want to win, you need to pursue lifetime value, and if you want lifetime value, you need to build strong emotional bonds with your customers. No ad, no matter how cute, is going to get you there. Amazing customer experience, on the other hand, will do the trick every time.
All the data has citations and sources, so you can show this to your boss, your coworkers, your clients, or anybody who needs to learn the value of community management!
MINISTER IN CHARGE at GLOBAL CHRISTIAN MINISTERIAL COUNCIL
10 年Jessyka Cecilia, CMCA, AMS PEACE AND LOVE TO YOU ALWAYS DEAR FRIEND
Founder & CEO @ Prose - marketing & staffing agency
10 年I completely agree! Long-term customer relationships based on trust and reputation are your strongest investment. It always helps to have a solid customer base to fall back on. Thanks for the article!
Certified Marketing Cloud Consultant & Trainer passionate of Digital Marketing, 6x Salesforce Certified.
10 年Be humain, be social, be super social. Be You !
Writer, Marketing
10 年Thanks for sharing
International Speaker | Workshop Facilitator | Storyteller | Musician | Gallup StrengthsFinder Coach | 300+Episodes Podcast Host | Author | Job Interview Coach
10 年Yes, build connections - and know your product. When I was tasting wine in Pismo Beach last week, the server was very nice and pretty, it was like pulling teeth to engage her in conversation. She clearly wasn't passionate about wine. She even offered us tastes of two bottles that she no longer had in stock! The very next day we tasted wine in Avila Beach at Alapay Cellars. The winemaker happened to be hosting the tasting room that day. His approach was warm, inviting, and clearly passionate about his products. We ordered six bottles. The connection makes the difference, the story makes the difference. His wine could have been average (it isn't) and we would have loved it.