Trust Your Community Manager (You might get 4,000 likes in 6 minutes)

A few weeks ago, I was on the bus and saw the internet lose it’s collective self over the announcement of Disney making new Star Wars movies.

When I got home to my computer and saw this post, it was 6 minutes old and already had 4,000 likes.

I would maim for this kind of engagement.

When I went back to take a screenshot, it was at over 14,000 likes with over 2,000 shares and 229 comments (it eventually doubled all of that),  – including a like and a share from me. For a TV show on extended hiatus, this is damn good. Getting engagement like this would result in a Sally Field moment for me. No one else in the office would care quite as much, but I’d be giddy. I’ve posted something that has gotten a thousand likes and it totally makes my day.

So how did they do it? Well, for starters, it helps that they have 1,328,577 fans. But not every post by the Community community manager is that popular. A lot of them get up to 7,000 likes. Quite a few are under 1,000. My best guess on this one?

1. Reactive Storytelling: There was a lot of buzz on Facebook and Twitter about Disney buying LucasFilms and a Star Wars VII and they jumped on the story of the day. Fast.

2. Trust: They were able to jump on it. Fast. I imagine it was done before running it up a food chain at NBC.

They were able to take show content, throw some impact font on it and post it at the same time their fans were discussing this. It probably would have done okay if they had waited and asked for permission, but not nearly that well. Which is why they had to act right away. The same way AMC did with Oreo:

1,910 RTs. How do you like them apples? (Just don’t sneak the apple into the theatre).

So why did all of this work so well? Someone trusted them to just do it.  Social media doesn’t have time to wait for you to be awesome. You need to be awesome and you need to be awesome as soon as possible. This means a community manager need to know your fans, and more importantly, know your brand. If you’ve got that and you’ve got trust, then you’ve got it made.

On the other hand, I completely get why you might be hesitant to just hand the keys over to your content and your brand. Letting your community manager be your public voice on the regular is scary. Bad things can happen when you do (which is a story for another day). But here’s the thing: a good (and responsible) community manager cares about your brand as much as you do. They don’t want to post in a voice that is off brand or make your brand look bad. They want your brand to be out there having authentic conversations with your fans. They want to respond before it’s a problem. They want to cheer fans on and delight them with content they’ll love. They want you to be the best brand on social media. And they want you to trust them to do it.

It’s not easy, but a little trust in your community manager can go a long way.


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