As Facebook has become a primary customer interaction point for businesses, many companies have established formal policies for how community managers and employees should engage with fans. These engagement policies run the gamut from a brief checklist of best practices to a multi-page legal document with detailed instructions on how to handle issues.
Since every company’s goals, style and tone are different, it’s important to develop policies that fit your business. Here are six steps to get you started.
Categorize Posts
The first step in creating engagement guidelines is to categorize the different types of posts you’re likely to see on your page. One approach is to group posts into broad categories — such as praise, complaints, questions and general conversation — so you can create basic guidelines for responding to each.
Ben Foster, VP – Digital Strategist at PR agency Ketchum, recommends going a step further and creating a detailed decision tree for posts. This would include asking questions such as “Does the response include a suggestion for the brand?” and “Is the response positive and favorable to the brand and/or messaging?” and guiding the community manager in how to respond accordingly.
Establish Acceptable Response Times
The next step is determining acceptable response times — depending on the size and nature of your business and fan base, this could range anywhere from a few minutes to a day or more.
Chris Dessi, a...
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