The 5 most common mistakes of a Community Manager

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To properly manage your company's social media, it's not enough to simply publish a post or answer questions. Below are the main mistakes a community manager makes.

Online media and social networks are efficient, massive and botim database economical channels to reach a specific audience. For this reason, more and more companies are choosing to generate strategies aimed at these platforms. To do this, community managers are in charge of developing a digital campaign, creating and disseminating specialized content , correctly analyzing metrics and also interacting with the target audience. However, there are some mistakes that are often made regarding the exercise of community management, and that should be avoided. Some of them are:

1. Not defining clear and comparable metrics over time
Metrics are the tools par excellence for measuring digital strategies. However, it is not about including a large number of graphs and statistics, but rather using only those that really contribute to meeting objectives. In addition, the information you use in your reports must gather common audience behaviors, be effective, measurable and comparable over time periods (segmented in a similar way) that allow you to visualize the evolution of the different platforms.

2. Not making a diagnosis prior to the implementation of the digital media plan
Before embarking on a grand strategy in which resources are invested to implement it, it is necessary to understand where you stand. Therefore, before generating the publication calendar, creating social media profiles and defining your own style, you must carry out a diagnosis that includes the strengths and weaknesses of the brand. This analysis will help you understand what image the company has at that moment, what type of audience it wants to reach and, most importantly, what commercial objectives it must meet.

3. Covering too many digital media, without focusing on the ones that really matter
Most brands want to be present on social media, and their eagerness to establish a presence works against them. A Community Manager is not only a task executor, but also an advisor who can present his point of view (from a professional perspective) for the benefit of a company. What is really important is not to have profiles on every existing platform, but to communicate on those that will really help reach the right people and, in addition, help build your digital strategy.

4. Not keeping a publication frequency
An essential task that a Community Manager must carry out is to publish periodically. In this way, you will maintain the relationship with your loyal customers and also get closer to those who are not captive, who will become accustomed to receiving communication from the brand. In addition, they will expect that this connection to be strengthened over time. If you do not have an adequate publication rhythm and you use the media only to publish sporadically, the interaction will be linear and you will not be able to captivate the target audience or mobilize them to take actions that benefit your brand.

Using too much text
In the so-called “digital age,” articles filled with a lot of text and lacking complementary elements fail to reach the audience (in fact, they end up alienating them). An unforgivable mistake would be to base a community management strategy solely on tedious articles. A Community Manager must work hand in hand with the creative team, primarily with graphic designers, to create fun messages that communicate a lot, without using too many words.

Although a Community Manager has the expertise required to implement a digital marketing plan , he or she needs to work with other areas of the team to ensure optimal results and reach the right audience, building loyalty and establishing effective communication.