While the origins of community management began as a role brands leveraged to focus on the daily maintenance of online forums, today it has evolved into a position that is much more strategic than simply churning out copy heavily directed by executives.
When businesses invest in community management, they best position themselves to engage and nurture relationships with their audience, to obtain the feedback necessary to improve overall customer experience, and create interactions that build brand trust. To meet these objectives, brands must ensure that the community managers they hire are insight-driven strategists with deep expertise in digital marketing, public relations, and communications, and have a seat at the decision-making table.
For Melanie Mercedes, Social Media Manager at TIDAL, keeping the values, beliefs, and interests of the streaming platform’s audience at the forefront of business decisions is how the brand continues to add a clear value for its audience. Growing up, Mercedes spent her childhood testing her music trivia knowledge to make sure she knew everything about her favorite artists. Today she leverages this skill to identify and connect with the platform’s most passionate music fans.
as a direct result of concentrating efforts on the brand’s most engaged followers, or “TIDAL Stans”, as she prefers to call them. An NYU graduate with an academic background in Public Relations and Corporate Communications, Mercedes understands brand positioning. She leads both the grassroots community online interactions, as well as social analytics to monitor insights that inform overarching plans across the subscription-based service. “I'm in these Twitter streets. I keep my ear to the community we've built – our audience – and report back on behalf of the people,” said Mercedes.
Sustaining this connection between brand and consumer is invaluable. However, it is often dependent on businesses that trust the process. To accomplish this coveted feat, brands must take a leap of faith with their community managers and place their confidence in the rapport they are able to build with consumers. “My success as a Community Manager requires a certain level of autonomy and that can be scary for brands,” admits Mercedes.
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