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Community Manager Дайджест №9 (2012) Содержание The 13 hats of an internal community manager ........................................................................................... 1 Online Community Management Guidelines ................................................................................................ 3 How Much Money Do Community Managers Make? [INFOGRAPHIC] ......................................................... 4 15 essential articles for online community managers #CMAD ..................................................................... 7


Community Manager The 13 hats of an internal community manager АВТОР: Steve Radick ДАТА ПУБЛИКАЦИИ: April 19, 2011 ИСТОЧНИК: http://www.ragan.com/Main/Articles/42851.aspx Аннотация: в статье описываются новые задачи, которые возникают перед комьюнитименеджером при работе с внутренними сообществами организации, выполнение которых занимает много времени. Некоторые из них не очень любимы самими менеджерами сообществ и сильно сокращают количество желающих работать в данной сфере. When people in the communications industry refer to a "community manager," they are usually talking about someone who can manage the online relationships for a particular brand using tools such as Facebook, Twitter and blogs. However, over the last few years a new community manager role has emerged—the internal community manager. This person increases and maintains user adoption for social media tools behind the organizational firewall. With the proliferation of Enterprise 2.0 software, vendors and clients alike have come to realize that these communities don't just magically appear. Along with this realization has come greater demand for people to handle things like user adoption, marketing and community management. We are witnessing the rise of the internal community manager. This position may sound like the perfect job for the social media evangelist in your organization, as some responsibilities are to: - Moderate forums - Write blog posts - Garden the wiki - Give briefings about social media - Develop user adoption strategies - Answer user questions Monitor and analyze user activity But the internal community manager actually wears many other hats, some of which aren't nearly as enjoyable and exciting, and many of which aren't going to be high on the wish list of potential candidates. Let's take a look at the many hats of the internal community manager. 1. Referee When someone posts a link to a political article and the conversation starts to devolve into partisan name-calling and vitriol, guess who gets to be the one to steer the conversation back toward professionalism and healthy debate? Oh, yeah, and you can't use your admin privileges (the nuclear option) to just "lock" or delete the conversation, because then you're not a community manager, you're Big Brother. 2. Ombudsman When the community starts complaining about the speed, reliability or accessibility of the platform, you need to be the one to bring up those concerns with the developers and push to get these issues fixed. If a new feature is riddled with bugs, you can't just toe the company line and say it's great—you have to be able to offer your honest, unbiased opinion. After all, you're the advocate for the community, not a mouthpiece for the development team. 3. Party promoter Know that guy passing out flyers outside the club you walked past earlier today? Yeah, that's going to be you. You'll be handing out flyers, sending emails, giving briefings—anything you can do to get people to come by and check out your community. 4. Comedian You can't take the "social" out of social media. There has to be someone there to show the rest of the community how to have a little fun, and the community manager has to be comfortable using humor in a professional environment. (No, those are not mutually exclusive.) 5. Teacher 1


Community Manager Ever try to teach someone to change their golf swing after they've been doing it the same way for 20 years? Get ready for a lot more of that feeling. It's very much like trying to teach someone to use a wiki for collaboration instead of using email. Get used to people copying and pasting the content off the wiki and into a Word document, turning on track changes, and then sending you the marked-up Word document for you to "take a look at" before uploading to the wiki. 6. Inspirational leader You will not have enough hours in the day to do everything you want. You cannot possibly garden the wiki, write your blog posts, moderate all the forums, stay active on Yammer, run your metrics reports, and do everything else a community manager is asked to do by yourself. You'll need to identify others in the community to help you and—oh, by the way—you'll need to get them to buy into your approach and do the work, but you won't have any actual authority and they'll all have other jobs, too. Good luck! 7. Help desk When the WYSIWYG editor on the blogs isn't working right, guess whom the users are going to call? The answer isn't the help desk. It's you. You're going to receive emails, Yammer messages, phone calls and IMs from everyone asking for your help, because you're the person they see most often using the platform. Whom are they going to trust to get them an answer—the person they see using the platform every day or some faceless/nameless guy behind a distribution list email? 8. Psychiatrist When that executive starts a blog and no one reads it or comments on it, you have to be ready to go into full touchy/feely mode and help reassure him or her, manage expectations, offer tips and tricks, and rebuild the exec's self-esteem so the blog will continue to be active. 9. Troublemaker Work conversations can get pretty boring—a community filled with blog posts about your revisions to the TPS reports aren't exactly going to elicit a lot of conversation. You will have to be the one who can start and manage difficult conversations with the community. Guess who gets to write the blog post criticizing the new expense-reporting policy? 10. Cheerleader When community members use the platform in the right way and/or contribute something really valuable, you need to be the first one to share it—as far and wide as possible. You need to be the person putting that community member's face on the front page and telling everyone else what he did and how others can be like him. You need to be the one cheering people on to give them the positive reinforcement they need. 11. Project manager These communities don't build themselves. You're going to be responsible for creating and delivering all kinds of reports, briefings, fact sheets and metrics, and you're going to need a plan for how to meet those deadlines while engaging with the community itself. 12. Writer Every community platform has some sort of front page along with some static "About this community" type of content. You need to be able to write that content in a way that's professional yet informal enough that people will still read it. 13. Janitor When you open up your local shared drive, you're likely to see 47 different versions of the same document, hopefully with one of those containing a big "FINAL" in the filename. The old versions are good to keep around just in case, but all they're really doing is cluttering up the folder and making it difficult to find anything. The same thing happens in an online community. People post things in the wrong forums, they accidentally publish half-written blog posts, they upload documents without tagging them, etc. You get to go in and clean up these messes. When you spell it all out like that, maybe being an internal community manager isn't such a great position after all. It's a lot more difficult than simply blogging, managing user accounts, and coordinating change requests. 2


Community Manager Before you grab that one guy on your team who has some extra time on his hands and volunteer him for your new community management role, you might want to think about these other hats he's going to have to wear. Is Johnny, your social media intern, really the right guy for the job? You might have to hire an experienced community manager. Steve Radick is a Lead Associate with Booz Allen Hamilton, where he founded and currently leads their Digital Strategy & Social Media capability. He serves on the advisory boards for SmartBrief on Social Media, Governingpeople.com , and SMCEDU. You can catch up with him on his blog Social Media Strategery. Online Community Management Guidelines АВТОР: Terrance Barkan CAE ДАТА ПУБЛИКАЦИИ: 2011 ИСТОЧНИК: (файл по запросу) Аннотация: В статье описываются основные характеристики модератора он-лайн сообщества, навыки, которыми он должен обладать, а также приводятся основные проблемы, с которыми сталкивается модератор сообщества при работе с его членами, при определении степени «открытости» сообщества. Definition of Community Members In the previous section, we recommended that you clearly define what your community is intended to achieve, for what purpose it has been established. Part of the definition must include for whom the community has been created. For associations, the paying “member” is usually the primary focus of networking and professional development opportunities. For companies, it is current and prospective customers. Social Media has dramatically disrupted how organizations interact with their stakeholder groups. Most social media platforms have been built on the “open door” policy with few if any barriers to join a community. For associations and companies alike, what used to be paid services are often now available for free or near to free online. (Just think of what “Wikipaedia” did to Encyclopedia Brittanica for example, or what Craig’s List did to local newspaper advertising sections!) Administrator Rights and Obligations Your online community manager or administrator has a very challenging and stimulating role. Online community management is a relatively new and emerging profession. The specific role will be greatly influenced by the nature of the community being managed and the management style of the community’s host organization. Who should be the community administrator or moderator? The person that assumes the role of community administrator and moderator will need a range of skills and knowledge. Amongst the characteristics desired are: - Understands how to communicate with empathy and tact - Slow to anger, has a mature nature and able to demonstrate sound judgment • Excellent written communication skills - Has a broad understanding of the organization with an especially clear picture of the objectives, and the guidelines for the online community - Is able to delegate as well as recognize when a matter needs to be referred to a senior authority - Is able to sift a large volume of information and communications, and is able to distill trends within that data flow. - Is competent in using technology tools, in particular tools used for communication, listening and to measure engagement within social communities - Is respected by the community members because of his/her ability, knowledge and skill Below we described some common responsibilities and situations that most community administrators will face in the course of their duties, and points to consider when defining the administrator role for your online community. Moderation – Monitoring and controlling the content of discussion forums. 3


Community Manager How visible will the community administrator be and how strictly will the community guidelines be enforced? The general rule is to moderate with a light touch and not to interfere from a staff / administrator role unnecessarily in the community. It is critical to intervene when the guidelines have been violated, however too heavy a controlling hand will stifle communication. It is also critical that your moderation be consistent and fair, treating as far as possible all participants with the same application of the guidelines at all times. Publicly recognize and reward positive behavior and valuable contributions to the community. Inappropriate User Behavior (flaming, vulgar language, advertising, defamation, aggression) When a user violates the letter of the law or the spirit of your community, corrective action must be taken. The guiding principle should be that users respect one another and the organization, and that anything a user would put in writing on a forum is something they would be willing to say to the recipient face to face. This is why, for example, it is advised that users must use their true names in a community if you want this principle of accountability to be applied. Often it will be other users in the community that will bring violations or complaints to your attention. It is important to make it clear and easy for the user community to report violations. This approach has two positive effects: potentially violating users are aware that their actions may be reported if they cross the line and the rest of your community is aware that you are serious about maintaining standards and a positive experience for the community as a whole. In most communities, it will be other users that are first to make corrective statements to violators of the community codes of conduct. This can be a positive way of handling minor infractions, however, be careful to avoid one of your users designating him/herself as the forum moderator. Disputes – What to do when two or more users hold a disagreement or argument in public on your community discussion forums? What happens when two users get into a dispute on your community? When do you have to play referee? When the disagreement turns from discussing factual issues and arguments over methods, to attacks on the individual players, it is time to intervene. Again, it is the principle of respect and avoiding personal attacks that determines when the line has been crossed and corrective action is necessary. The administrator at this point needs to remind the users involved through direct messaging (not publicly) of the guidelines for the community and to point out when their dialogue has turned to inappropriate use. They should be allowed to correct and resume a fact based, professional discussion (or close it), but they must not continue the inappropriate tone. The best solution is to have them correct and remove the unacceptable dialogue themselves, otherwise the moderator should remove the offending discussion. Banning – The removal of a user from the online community. In an extreme case where a user in your community cannot adjust behavior and act within your guidelines, banning is your only recourse. If you have your COMMUNITY USER AGREEMENT in place and you have taken action to inform the offending user, allowed for correction, and he/she persists in violating your guidelines, then it is appropriate and necessary to remove the user from the community. If inappropriate behavior is allowed to continue, you risk losing a large number of your users who may feel that the organization does not care enough about the quality of the community to take action when it is needed. Please be prepared to be challenged when banning a member. You should have documentation of the violations, the corrective counseling you provided and the subsequent violation that led to the banning action. Be aware that the user may try to directly contact other members, re-register under another identity or somehow cause mischief. There are a very small number of individuals who are intent on causing a problem and it is important they are not allowed to harm your online community. How Much Money Do Community Managers Make? [INFOGRAPHIC] АВТОР: Jason Keath ДАТА ПУБЛИКАЦИИ: Jan 10, 2010 ИСТОЧНИК:http://socialfresh.com/how-much-money-do-community-managers-make-infographic/ 4


Community Manager АННОТАЦИЯ: в статье анализируется средний возраст комьюнити-менеджеров, диапазон заработанной платы в различных компаниях и регионах. Community managers are the quiet gatekeepers of social media marketing. As the first line of contact for many companies investing in the social media space, community managers have some of the best insight into where a brand stands with it’s customers. As more companies invest in Facebook pages and Twitter account and blogs, they need community managers to run these accounts. Sometimes even before they fully develop long term strategies. The Wonder Years The Wonder Years Community management is a very new role in almost all companies. And because of that the roles and responsibilities that accompany the title range from that of an entry level position in charge of tweeting to a Director or VP level role encompassing high level strategy and brand input. This is reflected clearly in our research. The age range is 30 years. The range of marketing experience is 15 years. And the most telling stat is likely salary range, from $30,000 to a surprising number of community managers that make 6 figures. The roll of community manager has emerged from adolescence into the awkward teenage years. Not knowing what it wants to be or how to get there. As the role evolves, we expect to see an increase in the number of positions that make up the community management hierarchy — from interns to assistants to Directors of Community. These roles, as a whole, will become more common, receive greater and greater responsibility and become more valued for their access to consumer honesty. Stats On Being A Community Manager Infographic

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Infographic Data Spelled Out - Average Salary $61,800.00 Most Popular Community Manager Cities In Order - NYC - San Fransico - Boston - Denver - Austin Gender Breakdown of Community Managers 6


Community Manager - Female68% - Male32% Job Type - Full Time89% - Freelance/Contract6% - Part Time5% Additional Data - Total Community Managers surveyed143 - Average Marketing Experience5 years - Average Age30 years Community Managers by Region - Northeast37% - West21% - Southeast16% - Southwest14% - Midwest12% 15 essential articles for online community managers #CMAD АВТОР: Matt Rhodes ДАТА ПУБЛИКАЦИИ: 23rd January 2011 ИСТОЧНИК: http://www.freshnetworks.com/blog/2011/01/15-essential-articles-for-online-communitymanagers/ АННОТАЦИЯ: в публикации представлена подборка онлайн-ресурсов по проблеме управления сообществами, содержащих статьи, материалы или идеи, полезные в повседневной практике комьюнити-менеджера. To celebrate the second annual Community Manager Appreciation Day, we’ve brought together 15 essential articles for online community managers and social media managers. From why community managers should get involved with their online community before it is even launched, through how to manage and grow a community, to how to measure the impact you are having. This collection of articles, resources and thinking should have something for everybody to learn from or to add to. We’d love your thoughts on these and also your own favourite community manager articles and resources.  When does a community manager’s job begin?: Why it is critical that your community manager is involved in helping to plan and design the online community before it is launched.  The Ten Commandments of managing online communities: An insightful presentation on how to manage online communities from Julius Solaris.  The biggest mistakes an online community manager can make: From lack of engagement to a lack of discipline, we look at five of the biggest mistakes an online community manger can make.

 How word of mouth grows online communities: A case study on the role of word of mouth helped

to grow an online community at a critical early stage.  Five things to consider when engaging social media influencers: Influencers in social media can be a great help when growing your community and become advocates of your site. However engaging them can be difficult. Here are five things to consider when engaging them.  How to react if somebody writes about your brand online: A simple guide to help you decide when, and how, you should respond if somebody comments on your brand online.  Why you shouldn’t join every conversation about your brand online: When you should, and when you shouldn’t, join conversations about your brand online (and why you shouldn’t feel the need to respond to them all).  Champions, active users and trolls: Defining the different types of users in an online community and exploring how they behave and how you should manage them. 7


Community Manager

 Moderation and safety: Why moderation is important, the four types of moderation you can

choose from and how to decide which approach is right for you.  Should anonymous comments be allowed in your online community: The pros and cons of allowing anonymous comments in your online community, and those times when it really is the best option.

 Comparing paid and organic search strategies for online communities: Which are more successful drivers of traffic? And which are more likely to drive engagement?

 Eight ways you can use your online community to get insight: Eight tools and activities you can use in your online community to get insight from your members.

 What online community managers can learn from gaming: How to use gaming techniques to help manage and grow your online community.

 Using experts to encourage real engagement with your community: How experts can add value to

your online community if used sensibly, and in a way that meets the needs of your community members.  Is time on site a useful measure of how successful your online community is?: The short answer is ‘no’. This article tells you why, and where time on site is a useful measure.

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