Now more than ever, a good social media community manager is an essential means to an overall presence. Hawk-eyed and omniscient, the need for a good community manager is becoming more and more evident, as opposed to leaving the brand in the hands of, say, the company secretary or an intern.
Brands are now discovering how the implementation of the Facebook Timeline for business pages is starting to effect them. There are some things that – even though explained thoroughly and understood on a logical level upon conception – simply remain unexpected until it slaps you in the face at a later date.
Take, for instance, the Ugg Australia Facebook page. For the entirety of yesterday, Ugg in all its altruistic glory had used their timeline as a medium to display the finer points of the female anatomy. Picture below courtesy of Mumbrella.
Obviously Ugg believed this to be a good representation of their company. We can only arrive at this conclusion, seeing as the above image was left up on the page for a good 11-12 hours before somebody noticed and promptly pulled it down.
So how did that image come to be on the Ugg page in the first place? The same way that a multitude of other brands are running into their own similar issues; the Facebook timeline can display posts on a certain page if that page were tagged in another users post.
An opportunity for a bit of light hearted corporate social sabotage then, perhaps?
So how can situations like this be avoided? Obviously, the first thing would be to assign a competent community manager as the person responsible for that page. This way there’s somebody actively monitoring/manually approving all posts on your page so as to make certain there are no mishaps that could negatively affect your brand’s reputation.
Another must is for all responsible for a brand’s social media presence to completely understand the in-and-outs of the platform they’re dealing with, including the changes that happen when said platforms receive any updates or major overhauls, as with the Facebook timeline.
Who’s looking after your Facebook page? Do you think a community manager is required to make it successful and free from issues such as Ugg’s? Leave your thoughts in the comments below!