Community engagement grows when a business listens, responds and creates useful reasons for people to participate. It is a relationship practice, not a tactic for collecting reactions.
This practical guide explains social media community engagement through clear priorities, ownership and measurement.
Set community principles
Set community principles requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Listen before publishing
Listen before publishing requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Ask useful questions
Ask useful questions requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Respond with judgement
Respond with judgement requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Handle criticism constructively
Handle criticism constructively requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Learn from recurring themes
Learn from recurring themes requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Implementation checklist
- Define the objective and audience.
- Assign an accountable owner.
- Use reliable data and customer feedback.
- Document decisions and review dates.
Healthy engagement is earned through relevance, consistency and respect. Treat community insight as valuable business feedback.