“Get to know your customer service team: Jetsetter’s member service team answers over 2,000 customer service questions per week via phone and email, but also via Facebook and Twitter. Members love that they can get instant answers to their questions. Communication managers need to be very close to their member support teams. Answering questions via social platforms is a different beast and even the most seasoned customer service specialist will need training on social media interaction. So get to know the folks who interact with your members. Not only does it improve your response time, but together, you can learn a lot about your customers.”
– Jonathan Goldmann, social media manager at Jetsetter
--- Jetsetter ソーシャル・メディア・マネジャ ジョナサン・ゴールドマン
－Jetsetter社、ソーシャルメディアマネージャー、ジョナサン・ゴールドマン
“Identify leaders within your community and support these people as much as possible. They are some of your most valuable assets. Reach out to them, chat on the phone, buy them coffee, take a walk together. Use these opportunities to listen to how they feel about your brand/business and find out what resources you could provide.”
– Morgan Evans, community strategist at Etsy
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
--- Fast Company コミュニティ・マネジャ シーナ・メディナ
Fast Company 、コミュニティ・マネージャーのシーナ・メディーナ
“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
--- Southern Hospitality 及び Strawberry’s Sports Grill ソーシャル・メディア＆イベント・コーディネータ モーガン・ブラディ
フィードバックへの返答
Southern Hospitality and Strawberry’s Sports Grill、ソーシャル・メディア、イベント・コーディネーターのモーガン・ブラッディ氏による
フィードバックへの応答
“Ask your customers what they think. This might not sound very exciting, but it’s key to our social media and community engagement strategy. We do weekly posts on Facebook, for example, called “Feedback Friday” where we share one of our favorite products and ask our fans, “Have you tried this? What did you think?” This allows us to get customer feedback and also allows us to build community because responders inevitably enter into conversation with one another. We also respond to questions and comments ourselves directly in the Facebook thread. We’ve found our ‘Feedback Friday’ comments are overwhelmingly positive and these touts garner more responses than our typical posts, on average.
We recently invited our Facebook fans to vote between two bestselling products to determine which one we’d run a promotion on. We received over 600 votes in the form of Facebook comments. Our fans’ comments expressed that they were thrilled to have the opportunity to show support for a product that they’d either loved in their box, or hadn’t received but wanted to try. We even do this on Pinterest. Two of our most popular boards are the “Your Birchboxes” and “Un-Boxing Videos” boards where we promote images and videos our customers have shared on Twitter and YouTube of their monthly boxes. By encouraging and applauding our community when they tell us what they think, we build both community and loyalty.”
– Rachel Silver, community manager at Birchbox
“Listen: The community is what makes Instagram so special. From day one, we’ve made every effort to pay close attention to what our users are saying — through Twitter, Facebook, email, our App Store reviews and the app itself — and that hasn’t changed. Forming relationships with all different types of users has — and always will — help shape our thinking as we work to grow and nurture the community.”
– Josh Riedel, community manager at Instagram
「いいですか、コミュニティこそが Instagram をこれほどまでに特別にしてくれたのです。創業初日から我々は、Twitter や Facebook、Ｅメール、AppStore のレビューやアプリ内で、ユーザが 何を言っているかに対し細心の注意を払ってきました。それは今も変わっていません。コミュニティを大きく育むのが仕事ですから、あらゆるタイプのユーザと人間関係を構築するのは、我々が考えをまとめるのに非常に役だっています。」
--- Instagram コミュニティ・マネジャ ジョシュ・リーデル
”聞きなさい：コミュニティとは、Instagramを特別な存在にする、そのものである。最初の日から、我々は、我々のユーザーが－Twitter、Facebook、eメール、アプリ店レビュー、それにアプリ自体を介して－言っている事に、細心の注意を払うことに、努力を続けてきた。そして、それは今も変わりない。いろんなタイプのユーザーを、関係を形成することは、コミュニティの成長と育成の為の、我々の考えを形にする助けになってきたし、これからもそうである。”
－Instagram社、コミュニティマネージャー、ジョシュ・リーデル
“Meet effort with effort. Every user who takes the time to engage with your brand should be acknowledged and cared about like they were friends of yours on your personal social networks. That means answer everything, but more importantly care about everything (and everyone) who cares about your brand. Highlighting the people who champion your brand spreads the most goodwill and usually results in the most ‘Likes’, comments, retweets, etc.”
– Jonathan Goldmann, social media manager at Jetsetter
Nailing Your Tone
--- Jetsetter ソーシャル・メディア・マネジャ ジョナサン・ゴールドマン
トーンを変えないこと
－Jetsetter社、ソーシャルメディアマネージャー、ジョナサン・ゴールドマン
成功する口調
“You can’t force it. It has to be authentic. When it comes to engaging our members, our philosophy is to keep it real. You can’t force or trick people into sharing — they’ll see right through it. We engage our members by presenting them with fun, unexpected, colorful, smile-worthy design inspirations every day. When you discover a design that makes you smile — whether it’s a vintage University of Michigan t-shirt (Go Blue!) or a giant inflatable elephant — you want to tell your friends.”
– Melissa Klein, VP of communications at Fab
--- Fab コミュニケーション担当副社長 メリッサ・クライン
Fab社、コミュニケーション副長、メリッサ・クレイン
“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
--- Fast Company コミュニティ・マネジャ シーナ・メディナ
固定観念にとらわれないこと
「あなたのブランドが熱意をもって消費者と共有するものがあると思いますが、それにまつわるコンテンツ（例 食品、音楽、ファッション）を作り、選別することができるような、利害を共有できるコミュニティに参加しましょう。」
--- Gap グローバル・デジタル・アンド・ソーシャル・メディア担当ディレクター レイチェル・ティポグラフ
Fast Company、コミュニティ・マネージャーのシーナ・メディーナ
独創的に考える
「あなたのブランドが消費者たちと共有できる、こだわりをポイントにしてコンテンツを作り管理することができるような、関心を持てるコミュニティに参加して下さい。」
ギャップ、グローバル・デジタル、ソーシャル・メディア部長、レイチェル・ティポグラフ
個人のセリフの場合、「である」調がうまくフィットしない時があるため、特に女性のコメント等において「ですます」に変えてしまった部分があります。
ありがとうございます！問題ないです！
問題なさそうで良かったです。ほっとしました！