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Fast Company is fortunate enough to have a very supportive and thriving online community of whip-smart professionals who are independent enough to have these really awesome in-depth conversations about our content on their own. Sometimes they want to know you are listening, which means it’s your responsibility to read and respond. Other times they want to have a spirited debate and as a brand it’s difficult to know when to get out of the way. My advice to you is: step back early! It’s much harder to show restraint, but your community will thank you for allowing them to run.”
– Sheena Medina, community manager at Fast Company “I work out of our corporate office mostly, but when I am in the restaurants I like to pay close attention to our @-mentions and keyword searches. Once, a guest tweeted that she was served a warm beer to her hundred-something followers. I was able to figure out who she was by her picture and have a manager send over a new, ice-cold beer, even though she never asked her waitress for one. It was definitely a social media surprise-and-delight moment for me, and she left a happy customer.”
– Morgan Brady, social media & events coordinator at Southern Hospitality and Strawberry’s Sports Grill

Responding to Feedback “Understand that not every brand or company is going to be able to use social media in the same way. Take some time to gain clarity about what your brand is, and let those insights inform your process in the social space.”
– Sheena Medina, community manager at Fast Company

Thinking Outside the Box

“Participate in interest communities that will allow you to produce and curate content around passion points your brand shares with consumers, e.g. food, music, fashion.”
– Rachel Tipograph, director of global digital and social media at Gap