Online Community Manager: How to Inspire Customer Confidence - dummies

Online Community Manager: How to Inspire Customer Confidence

By Deborah Ng

As an online community manager, you’re not handling the product-development aspect, so you won’t have much of a say in what goes into a detergent’s formula and how it reacts to grass stains. You can play a large role in how information is presented, however.

What gives you confidence in a brand? Is it a picture on a cereal box? Nutritional information? A fun marketing campaign? Often, people are more confident in a community that is honest, transparent, and human.

But what does that mean?

Your customers have certain expectations, and they want a brand to deliver as promised. If Brand X says it can remove heavy grass stains from dungarees with nary a trace left behind, customers expect these results.

If Brand X really can get those stains out, you can offer proof in the form of images, video, and other promotional campaigns.

If Brand X is only talking the talk, it’s up to you to discuss this with the editorial, advertising, and marketing teams to find the types of promotional materials that tell the truth about the brand while still making the customer feel good about buying it. This might mean the grass-stain campaign is out, but it also means you can find something more appropriate and enjoyable.

Customers also feel confident in brands that are up-front and honest. When they see a community manager on Twitter talking up members and discussing products with them, they see a brand as having nothing to hide. Customer confidence really isn’t a difficult thing to achieve. It involves delivering what you promise, being an active presence in the virtual world, answering questions honestly, and not sweeping anything under the rug.

No one likes to feel as if they’ve been duped, and you don’t want to risk your reputation working for someone who is looked at as a rip-off. Be truthful with your campaigns, be open and honest about what your brand can do, and don’t promote a product you wouldn’t use yourself.