The emergence of social networks and their approach by companies, has placed the Community manager at the head of the daily battle between consumers and brands. This new generation of professionals who take on the role of representing the brand and ensuring its reputation in social networks, undoubtedly requires an intense work and knowledge about environment and the environment. There are already well-known the multiple abilities attributed and required to this type of professionals. However, on many occasions in an erroneous or unfair way, and with few exceptions, the blame for the mistakes of companies and brands usually falls on the reactions and responses that the Community Manager offers us through social media and networks.
On this occasion, I intend to break a spear in your favor by trying to clarify some important issues. To do this, we will start by emphasizing that the figure of the Community Manager corresponds to that of a person or worker of the own brand or company, or that of an external professional who offers his services to, among other things, energize and enhance the presence of Companies in social networks.
While it is true that on several occasions we have repeatedly said that “it is not enough to be in social networks”, the figure of the Community Manager is seen as the fundamental pillar for brands to stay active, interact, offer answers, Solutions and manage properly the community of followers that revolve around them. However, when conflicts and problems arise, it is really when the ability of this professional is really put to the test to the point of turning a bad experience into his most important challenge since the most severe repercussion crisis can end up being even ahead His own job.
And believe me. One thing that hundreds of professional Community Managers will know, is that sometimes, to perform such functions is not precisely enough when the companies or brands they represent, do not commit to their true work and goals in social networks, or They simply are not truly prepared to meet such challenges.
Users and consumers who follow their favorite brands in this type of media, perceive or maintain the feeling that they really interact with those brands. However, these conversations are generated between people, and on the other side as not, we will always find the figure of this professional as the maximum representative of the brand. Someone who in turn must also manifest their commitment and knowledge of the company for which they work.
Even so, no Community Manager can prevent the sooner or later the time to receive a harsh criticism, or the complaint of an unsatisfied consumer or customer that requires our full attention, or worse, face a real crisis of reputation. The possible scenarios are multiple and disparate but the important thing is to have solutions and the ability to manage and manage as much as possible this type of situations sometimes uncontrollable.
At this point, we must point out that the Community Manager is only a part of the chain or link bridge that is established in the communication between the brand and the consumer in social networks. Your skills will be crucial when solving conflicts and problems, but … What happens when such problems come from bad practices of the companies they represent, or as a result of services and products that do not meet the expectations and benefits promised To the consumer, or by a lack of attention in their habitual service to the client? Is the Community Manager responsible for all this?
It is common for many consumers and dissatisfied customers to resort to the social profiles of brands and companies to express their testimony through complaints or bad experiences openly and thus waiting for more than a response, a solution to their problems. However, it is not the responsibility of the Community Manager to offer solutions when there is not even an internal structure within the company that can efficiently manage any kind of related issue.
It is not enough to put in front of a computer in the office to any skilled social networks. It is necessary that companies commit to this work by offering the necessary resources to adequately manage the customer and consumer problems that a Community Manager can detect. All this with a fluid internal communication between the different departments of the company, without forgetting to establish guidelines and criteria of action.
In a profession such as the Community Manager where experience and learning are constant in their day to day, we can meet with good, regular and less bad professionals. However, in the vast majority of cases, when a community manager is unable to provide a response or solution, it may simply be because the company or brand it represents is not really trained or simply prepared to do so. And with that said, it is clear that the fault is not always the Community Manager.