#SOCIALMED’:WHY YOU SHOULD FIRE YOUR #Community Manager, NOW ?!?
Posted by Hermann DJOUMESSI on / 9 Comments
THIS WEEK ON ADMP: Yeah, you should fire your #Community Manager (#CM), if you are still operating as a 20th century company, whilst 20 years deep into the 21st century !
Let’s just say that you took the wrong end of the stick, that is currently beating you and your bottom-line!
Basically the #CM and Social Media manager, you’ve hired are :
- Non-Efficient staff
- Unskilled staff
- Not in the right setup or working environment ‘Staff’
HOW DO YOU CORRECT IT?
We’ve just told you to fire them, go back to the drawing board and read every lines of the following article, if you want to get out of the mess, you actually find yourself into !! :))
Electronic Counter-Punch (#ECP) by Hermann Djoumessi, MA
#ISCOM Social Media lecturer
#ADMP Social Media Consultant
#1. FIRE YOUR #CM TODAY !!
THIS IS NO JOKE!
- A company has a digital footprint! It starts on the first day you decide to put something online: That day you are starting a ‘Season1 Digital Inception’, from that day onward. (1 ‘Season = 12 months’)
- Everything under that name, is your property, and you need to look after it, as if it was your own ‘blood’ → It is part of your E-reputations too: It is purely and simply, your most important asset !!
- Managing that footprint will help you build your community, from the crowdfunding and testing stage,> to your investment stage,> to your staff hiring stage >
- To the client, suppliers, partners and consumers brands communities you will need to build, nurture, and grow as your company grow.
> Building a company, or an organisation, is equal to building a digital footprint, to building a community, to building an Ecosystem
EVERYTHING, we litterally mean EVERYTHING you will post online today could be used against you in 10, 30 or even a hundred years from today!
It is therefore a matter of Digital legacy, or ‘Google Legacy’, if you want. –> Expect every single individuals and organisations interacting with your brand, to ‘Google you ‘ at some point…
- Money is data and Data is money’ it’s a fact, that no serious business can ignore in the 21st century. That is the ‘paradigm shift they talked about when coining the term ‘New Economy’
#2. WHY DOES IT MATTER ??
As a social media manager, we get asked the question ALL THE TIME:
- What is the difference between a Social Media Manager, a social media marketeer and a community manager?
- Why are community managers low-balled when it comes to pay and wages?
- Where does a social media team fits inside a 21st century company ?
We will start with question number 3, as it leads to the explaining of question 1 and 2
SO,…WHERE DOES A SOCIAL MEDIA TEAM FIT INSIDE A 21ST CENTURY COMPANY?
One, the social media team, is not:
A member of the Sales and marketing team
A member of the PR Team or Communication team
A member of the Human resources team
Two, the Social Media team is:
In direct link with the company’s CEO, following ‘Agile management principles’
In charge of spreading the company’s culture (as designed by the CEO)
In charge of creating and webcasting the company’s content, using social media analytics for optimization.
In charge of building, liaising and growing the multiple communities around the company
In charge of Social Media B2B, B2C et P2P (internal: ‘Peer-toPeer’ or ‘Employees to employees’) communication
Handling part of the company’s marketing and sales, via ‘Social-selling’
WHAT IS THE DIFFERENCE BETWEEN A SOCIAL MEDIA MANAGER, A SOCIAL MEDIA MARKETEER AND A COMMUNITY MANAGER?
First, let’s assess the multiple RISKS associated with communicating on social media channels:
A/ GDPR, the ‘Great Big DATA swindle’ and ‘Fake news’ compliance
Most countries in the 21st century, will enforce internet and data compliances rules and regulations, either via:
a Data protection regulation, or ‘Golden SHIELD‘ regulation like in China, or via a whole raft of E-commerce compliance rules
everytime you sell something, raise funds, online, or express an opinion.
#OpinionCompliance and ‘Pop Up Regulations’:
‘Anti-Fake news’ regulation will pop-up during ‘election periods like it happened during the latest european elections.
Reading and understanding those documents will require a minimum of legal training (#BusinessLaW)!
Content creation will require an understanding of copyrights and even copyleft regulations.
Online posting requires you to understand opinion compliance and the politically Correct code of the day.
–> Even enforcing basic GDPR tactics, like the right to oblivion, or following data portability procedures accross different social media platforms will demand a highly skilled team too!
The ‘Great BIG #DATA Swindle’ ?
For example, the South-African #POPIA2013 is one of the most advanced Data regulation setup on the #Afrotech continent, due to its date of adoption of 2013, after many parliamentary debates.
Admitedly the #POPIA2013, was drafted in 2013, at the same time when drafts of the 2016’s #GDPR texts were already in circulation!
> Like the #GDPR, it has holes and weak spots, notably around the ‘#Blockchain revolution‘, #Regtech and #Blockweb, as mentioned on this blog.
Thanks to those regulations, citizens and businesses have been handed back more rigths than EVER, to recapture some of their data;
Those data were lost during the ‘ GREAT Internet Data-Piracy Decades‘ of 2000-2010, and subsequently 2010 to 2020, where every businesses, every governments, every individuals were at least hacked directly or by proxy, on average, a 100 TIMES and, without knowing it !
2000-2020: The ‘GREAT ONLINE DATA-Piracy Decades’ A set of decades that saw the largest swindle of private data ever seen before in mankind history !
– Please, challenge us to prove it, in the ‘comment sections’ below ! :))-
B/ BAD BUZZ:
> Companies when posting and communicating on social media, will do the equivalent of a content ‘push’ or PUNCH.
Online and Electronic disruptions like ‘Bad buzz’, ‘social media Black swan’, ‘Beefs’, ‘Clashes’, trolling, ‘Astroturfing’ are often manifestation of a ‘Counter-PUNCH’ within the ‘Cultural Economic war’ and ‘Meme war‘, that businesses, organisations and communities are ‘fighting’ online 24/7/365.
Those organisations are all ‘fighting for our attention’, and even against one another, and this, every day, 24/7/365!
–> That is WHY your Social Media team, has to be online every days, including week-ends (Via a scheduler, like Sked Social?)
Social media #Crisis Unit
Putting together a strategy to squash ‘online beefs’ or kill a ‘bad story ’ will require a very good social media team and sometimes a ‘Crisis Unit‘ !!
Probably teaming up with a Social Media PR Firm, for ‘damage limitation’ and SUN-TZU level of engagement tactics, to deal with it, properly.
>> Teams are better equipped to deal with those potential crisis and will need to be able to connect rapidly with other departments within the organisation, in order to fix genuine customers ‘pain points‘.
> Stock-market listed companies have been known to lose or make millions of dollars, with one well-timed tweet! Sometimes from the CEO, when it came to Elon Musk and the most expensive tweet of whole times
C/ UNHAPPY CUSTOMERS
We don’t really need to explain you that ‘Unhappy customers’ comments on social media walls and profiles, will affect the bottom line of your sales and marketing teams.
We don’t need to explain to you that it will RUIN your company’s E-Reputation and digital legacy, to have all those negative comments popping up on Google searches and on people’s Facebook walls !!
D/ YOU CAN ACTUALLY DIE !
Yes peoples have been known to lose their life or jobs, for the content they put online.
E/ if DATA is MONEY, therefore MONEY is DATA !
…And knowledge is power in the ‘information Age’ >> In the 21st century, data will be your company’s main asset.
>> It could be customer’s data, product’s data, investor’s data, supplier’s data, Blockchain’s data, etc, etc…
The question is : Would you let an inexperienced ‘stagiaire’ or ‘junior staff’ in charge of managing your company’s main assets, like it is now in most companies and businesses ?
And the list of risks, actually goes deeper when considering the choice of social media scheduling software, or defining social media analytics and KPIs.
Think about the third-party software, servers and the overall social media system’s security (Firewalls, passwords protection, Identification, anti-viruses,..) choices…
F/ DIVERSITY OF SCREENS AND CONTENT
We are living in an era where content and screens to interact with it, have never been as important in quality and quantity than ever before!
The competition for people’s attention is ‘fierce‘ and global!
If you are a company posting on Social Media, you will have to remember that the peoples you are trying to target, already have quality content like #Netflix, E-books, podcast, #Youtube, #Amazon Prime, #Hulu, fortnite and video games…on their smartphones too!
If you want to grab the attention of the ‘savvy’ millenial, you will have to create quality content and premium ‘infotainment’ and more generally-speaking, the ‘valuetainment‘, they are craving for !
The time when the corporate Facebook page of most businesses around the world was simply a copy and paste of the ‘press release’ or a ‘marketing trash’ where campaigns were dumped and followers bought to inflate your company’s online activity, are OVER !
–> Those ‘first generation’ community managers, often drawn from ‘Online marketing’, at worst, or ‘social media marketing, and former press and PR profiles, are leaving the profession for ‘digital natives‘ and ‘Android natives‘: Those ‘natives’, who understand the value and challenges of good content creation and online community building, first !
> And soon…the lonely ‘stagiaire’, goofy intern, that ‘junior’ person stuck to its smartphone, in some dark cubicle … often called ‘community managers’ for its 400 hundred followers on #Twitter, will be gone too … and replaced by efficient ‘pros.’..
‘Pros’ with one thing in mind :
How to tell your company’s storytelling as you build it and find a way to make it compelling for your fans, followers, ambassadors, and ultimately your community !
And a second thing: ‘Conversion, conversion, conversion…’
#3. SOCIAL MED’ #VIRTUE SIGNALING ?
ENTER the CHIEF SOCIAL MEDIA OFFICER !!
Next week, we will have a closer look at the role of the Chief Social Media Officer! :))-
You should ALWAYS consider the strategy of the ‘Digital Inception’ to optimize your digital footprint on social media.
A strategy that in itself is based on 6 strategics pillars, we talked about in many of our previous post!
We invite you to have a quiet look at it and to reply to us in the comment section, as you’ve grown more and more eager to leave us a lot of kind messages, this year !! :)) –
END OF PART 1/2
Electronic Counter-Punch (#ECP) by Hermann Djoumessi, MA
#ISCOM Social Media lecturer
#ADMP Social Media Consultant
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