Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Weight Watchers' Dutch Community Manager Shares Her Insights
Posted on January 28th 2014
Tamara Heller started working at Your Social, a Dutch full-service social media company, in July 2012. As Community Manager, she's the most important link between brands and their fans. She's the digital voice within the communities of Weight Watchers, ERU Balans (a Dutch cheese brand), and Landal GreenParks (a European network of holiday villages).
What Are a Community Manager's Must-Have Competences?
TH: "Community managers wear many hats. Not only is creative copywriting a big part of our job, focus on the analytical and strategic side is really important as well. Having an eye for design, constantly updating yourself on what happens in the social media sphere, and always being on the lookout for new content ideas is crucial. Community managers don't always deal singularly with the typical love brands, so being able to place yourself in a brand's mind is critical."
How Does Being a Community Manager Enrich Your Life?
TH: "Besides working for a great social media company, I'm personally also very active on social media. I'm addicted to scrolling through my Facebook timeline, Pinterest boards, and Instagram feed! Personally, I really enjoy how big brands incorporate news events and holidays into their own feeds. Basically, I'm able to do the things I enjoy in my spare time for my job as a community manager. How awesome is that?!"
What Kind of Mindset Does Your Job Require?
TH: "Above all, having a creative and flexible mindset is key because creating engaging content is a continuous process. I can't just stick to one strategy and expect it to work for all clients, which is why performance based community management is so important. Don't just look at what competitors and other communities are doing, but also learn from how your own fan base responds to your content and dive into the insights of your brand's key influencers. Really get to know your community, and improve your performance.
Secondly, a creative mindset is also necessary to easily pick up on social trends. Whenever Facebook launches a new design, like they did with the introduction of timelines, we have to easily respond to it with new designs. Furthermore, I consider Pinterest "a platform to watch", and I'm constantly updating myself on how it evolves for our clients' benefits."
Content Marketing is a Big Part of a Community Manager's job. What's Your Take on it?
TH: "Big companies and agencies clearly know how to create original and surprising content. But more importantly, this content needs to contribute to a brand's story. If social media posts are only for the purpose of creating many likes and 'applause', brands are just failing to create quality conversations that align with their strategy.
Social media posts aren't only for the purpose of creating many likes and 'applause'.
It all comes down to this: brands need to build relationships with (potential) customers. Every Facebook post, Tweet, or blog article should be a part of that. But let's just be honest about it. Due to the multitude of channels brands encounter it can be a challenge to distribute their content, which makes it difficult to share a coherent story. Brands shouldn't forget to correspond to the customer's."
Weight Watchers is One of Your Clients. Which Campaign Are You Most Proud of?
TH: "I was able to work on a cool project for Weight Watchers in the Netherlands. The brand offers a complete lifestyle and encourages people to make drastic changes in their lives. It's not just about dieting. In April 2013, we launched a multi-platform Facebook game called 'Versla De Verleiding' (English: 'Beat The Temptation') and consequently took 'gamification' to the next level. By playing the game, you not only found out why healthy eating and exercising is was important but also why it's okay to indulge in your favorite treats once in a while.
This insight aligned completely with Weight Watchers' new approach to 'innovation'. The goal was not only to acquire fans on their Dutch Facebook page but to create awareness for the Weight Watchers program. The campaign was a huge success! We counted more than 10,000 players, and the Facebook page acquired nearly 4,000 new fans. However, the most remarkable thing was that the campaign provided instant ROI, and we were able to earn back all of our media costs!"
This post originally appeared on the Engagor blog.