The Facebook Edition
When you take on the role of Community Manager for a brand, it’s quite exciting. You’ve been given the opportunity to not only showcase your creativity and know-how, but to grow and nurture the brand’s community.
But it’s not all fairy floss and digital hugs. Sometimes you get a wad of fairy floss containing a wayward hair… The kind of hair that has you wondering, ‘is it from someone’s head, or…?’
Here are some of the frustrations we’ve come across as Community Managers.
Post goes up – spam rolls in. This can be a variety of things; a copy/paste comment containing text characters that make up a swirly picture that serves absolutely no purpose, or a link from a fake account (or someone with an endless amount of useless time on their hands).
Silver lining: Your community is doing so well, your page has been targeted for spam, as people are aware it will be seen by lots of people.
Frustration: Offensive Language
This is a double whammy frustration. The first part is the language being used and/or the offensive message. The second part is the fact that someone has posted that, thinking it’s going to be left there on the page. There’s a lot we’d love to say… Instead, take a breath and hit ‘hide’. And remember to set up your profanity filters to help with the naughty words.
Silver lining: In life, you can’t delete what someone says. On Facebook, we’re given a button to do so.
Frustration: Off-topic Negativity
An example of this scenario is this:
Post: Introducing our newest staff member, John!
Comment: I went into a <insert brand name> store and was short-changed 50 cents. Please action this immediately.
Whilst it’s important to receive customer feedback (and whilst there are no rules as to how this feedback is given on Facebook), the management of such feedback/complaints can get a little messy when posted in the comments section. A timeline post or private message is preferred, so that pieces of feedback are clearly segmented cases for actioning.
Silver lining: You’re made aware of areas for improvement in your brand. From here, you can address these issues with your audience.
Why do they do it? Not sure. Trolling can be on or off-topic. But either way, they’re there to ignite some kind of argument. For those whom have yet to be enlightened as to what a ‘troll’ is, it’s basically someone that posts a comment, on social media/forums, that is designed to annoy/upset/enrage. Basically, someone that robs you of the five minutes it took to read their post. Often, this frustration can be grouped with ‘Spam’ and/or ‘Offensive Language’. What can make this even worse is the fact that trolls often hide behind a fake name/profile picture. Smooth.
Silver lining: You feel better about yourself in comparison. Plus, if it’s offensive, you can delete it.
Everyone is entitled to their opinion; I actually do appreciate that social media gives everyone the opportunity to voice this directly. But there are some instances where your acknowledgement and willingness to assist seems to make the person even more volatile. If you’re angry about something, we get it; it happens, and with good reason. But when someone has heard your frustration and is trying to help, please accept it graciously. If you are frustrated by not having received a response within the timeframe given, this is completely understandable – it’s the argument in response to assistance that can be frustrating.
Silver lining: Your customer service skills end up looking good and the Arguer ends up looking off-the-rails.
Yes, we do acknowledge some page content incites some of these frustrations in its community. But that’s a whole other blog post…