When I’m on social networking sites, I look for authenticity from the people I follow and the brands I interact with. Sure, that may be a given for many if not all users. However, when you think about the world we live in, filled with automation, filled with forms, filled with spam emails and the like, it’s essential to have a sense of realism coming from social accounts, especially when they are called “social” accounts.
What’s the point? Well, what I’m really talking about are brands online being authentic and transparent with the members. I am a Community Moderator. I am the man behind the curtain, the Wizard of Oz if you will. The only thing that separates me from the community members is a thin veil of brand policy.
Having a social media policy is essential when dealing with the public and brands. Your social media policy must have contingency options, style guides and Dos & Don’ts set up that govern the community and responses. This is the legal world we live in and there is no escaping that. However, what if we as Moderators, installed an idea of being transparent with our users?
Community members are smart, very smart, and have the potential to be a loud voice not just in your community, but in the social sphere as a whole. Community members recognize when someone is speaking to them in an advertising or marketing vernacular. They know when they are being sold something. What they are looking for is interaction. Otherwise, they can just drive down the highway and look at a billboard.
Let’s take a look at the example of Whole Foods Twitter stream for a moment. The social manager goes above and beyond the standard practice of promoting events and PR statements. They interact with the community members who rejoice over the brand and proactively seek out to quell, if not solve, negative experiences surrounding the brand. The majority of the conversation you’ll find on the Whole Foods Twitter stream is engaging and developing relationships.
Most community members know that there is someone behind the curtain dealing with them. They know there is a person who is policing the site and maintaining content and guidelines. They let you, the Community Moderator, continue with those practices because they know that they are necessary. However, the moment you disconnect from them and start posting and interacting with them on a level that is reminiscent of 1960’s advertising, they will start to pull away, hide your feed or at the very worst, rise up and backlash against you.
With that said, I offer a few recommendations for brands and Community Moderators out there.
1. Be Honest
If there is something negative happening with your brand (or something that users are pointing out as negative), respond to it. These brand advocates that are following your brand know that these events are happening and they expect some insight or at least acknowledgment from the brand. You don’t have to respond publicly to the “happening,” (however ideal) you can respond to specific users privately to address their concerns. Triage negative press by admitting and commenting on it first before anyone else gets a chance. It maybe a negative story, but make it your story.
2. Be Transparent
Dorothy wanted to see the Wizard but was met with an apparition. Only until the Wizard showed himself to her, did she finally trust what was going on. I’m not saying to necessarily “out yourself.” Some moderators are just themselves, but many others would rather remain somewhat anonymous. In this case, at least write and communicate as a person. You can set up a persona, write in the first person, or even use a fake user account so as not to completely expose yourself. The message will have more impact and validity with your followers when it is posted from a person and not a marketing/PR department.
3. Be Passionate
The community members are following your brand because they have an emotional attachment to the brand. It certainly helps to have an equivalent or stronger passion for the brand you are moderating. They can spot a phony a mile away and will call you out if it appears you don’t have a passion for or understanding of the product or service. There is no way to fake this passion; it must be real. If you are moderating a brand and you have an emotional disconnect from it, you’re not doing the brand or yourself justice.
In short, be honest with your followers, be direct and be yourself. Your followers hunger for authenticity in moderation and character. Give them that realism and they will reward you with their interaction, brand promotion and loyal advocacy.
Leif is a Community Moderator in our Chicago office.
