Online community management is een groeiende taak binnen bedrijven. In een cursus van twee avonden aan het Centrum voor Communicatie en Journalistiek (CCJ) van de Hogeschool Utrecht behandelt Jeroen Mirck alle aspecten van dit nieuwe vak.
23. Definitie “ A community manager is a manager of a condominium or homeowners association (including single-family home subdivisions, townhouses, or mixed-use development). The position is frequently confused with a property manager, who deals with individual rental units or a group of rental units, like an apartment complex. The community manager deals with property owners and homeowners.” (Wikipedia)
25. Definitie “ The online community manager role is a growing and developing profession. People in this position are working to build, grow and manage communities around a brand or cause.” (Wikipedia)
29. Wat zegt Jeremiah Owyang? (3) 1. A Community Advocate As a community advocate, the community managers ’ primary role is to represent the customer. This includes listening, which results in monitoring, and being active in understanding what customers are saying in both the corporate community as well as external websites. Secondly, they engage customers by responding to their requests and needs or just conversations, both in private and in public. 2. Brand Evangelist In this evangelistic role (it goes both ways) the community manager will promote events, products and upgrades to customers by using traditional marketing tactics and conversational discussions. As proven as a trusted member of the community (tenet 1) the individual has a higher degree of trust and will offer good products. 3. Savvy Communication Skills, Shapes Editorial This tenet, which is both editorial planning and mediation serves the individual well. The community manager should first be very familiar with the tools of communication, from forums, to blogs, to podcasts, to twitter, and then understand the language and jargon that is used in the community. This individual is also responsible for mediating disputes within the community, and will lean on advocates, and embrace detractors –and sometimes removing them completely. Importantly, the role is responsible for the editorial strategy and planning within the community, and will work with many internal stakeholders to identify content, plan, publish, and follow up. 4. Gathers Community Input for Future Product and Services Perhaps the most strategic of all tenets, community managers are responsible for gathering the requirements of the community in a responsible way and presenting it to product teams. This may involve formal product requirements methods from surveys to focus groups, to facilitating the relationships between product teams and customers. The opportunity to build better products and services through this real-time live focus group are ripe, in many cases, customer communities have been waiting for a chance to give feedback.
30. Stel jezelf als beginnend community manager DRIE VRAGEN Vraag 1: Wie is mijn doelgroep?
44. Juridisch aansprakelijk? De beheerder van een online discussieplatform is verantwoordelijk voor geplaatste meningen van deelnemers. Zijn die in strijd met de wet, dan moet de site-eigenaar ze weghalen. ICT-jurist Arnoud Engelfriet: “ Als een moderator actief meepraat, maakt dat hem extra verantwoordelijk. De rechter denkt dan dat de moderator controle heeft over de discussie. Zodoende creëer je door in te grijpen bij problemen juist zelf een juridisch probleem. ”
55. “ We willen dat iedereen die op Twitter iets tegen ons zegt snel antwoord krijgt, liefst binnen een uur . ” “ Ons primaire doel is om via Twitter antwoord te geven op de klantvraag . Eén klant helpen dus. Maar we helpen ook de ‘ meelezers ’ . Mensen die ons niet zelf benaderen, maar die hun eigen problemen oplossen met de antwoorden die we aan andere twitteraars geven. ” Klantenservice op Twitter