What is community management on social media?

Community management refers to all measures that companies use to actively build and maintain relationships with their target group on social platforms. This includes monitoring mentions, moderating comments, replying to direct messages, incorporating user feedback and proactively interacting with relevant accounts.

The difference between content management and community management is crucial: while content management is about publishing content, community management is about everything that happens afterwards – the interaction, the relationships and the trust that develops over time.

For companies that want to be successful on social media in the long term, structured social media crisis management is inextricably linked to community management – the two are intertwined in an emergency.

Development of a community management strategy

A functioning CM strategy does not start with tools, but with clear goals. What should the community achieve: improve customer loyalty, generate product feedback, increase reach or strengthen brand awareness? Only when these questions have been answered can processes and resources be sensibly allocated.

Four strategic pillars form the foundation:

1. Target definition and KPIs: response rate, response time, sentiment score, community growth
2. Platform prioritization: Not every platform needs the same intensity – focus on channels with the highest target group activity
3. Tone of Voice Guidelines: Written guidelines for language, tone of voice and topics that are not commented on
4. Escalation process: Clear rules on when a comment is escalated internally, when it is deleted and when it is responded to publicly

Without these basics, community management degenerates into a mere answering of comments without strategic added value. With them, it becomes a real differentiating feature compared to competitors.

Agency tip: Define a clear response time SLA for each platform before the launch. Instagram Stories mentions need a quick response (under 2 hours), while a LinkedIn comment can still be fully answered after 12 hours. Platform-specific SLAs prevent team burnout and set realistic expectations.

Manage comments, DMs and mentions professionally

The operational level of community management comprises three main channels that differ fundamentally in terms of tone, urgency and publicity.

Public comments

Comments under posts are the most visible part of community management. Every public reply is not only read by the original commenter, but by hundreds or thousands of other users. This makes the quality of each response doubly important: it addresses the individual and at the same time signals to everyone else how you as a brand are dealing with your community.

Basic rules for public comments:

• Always address them personally and by name (if the name is known)
• Never respond defensively or sarcastically – even if the criticism is unjustified
• Answer questions completely, don’t fob them off with standard phrases
• Consistently report spam and obvious trolls and block them if necessary
• Actively like and briefly acknowledge positive comments – reinforce community signals

Direct Messages (DMs)

DMs are confidential and are expected to be answered more quickly than public comments. Customers who write via DM often have specific concerns: Order status, complaints, product questions or cooperation requests. Professional DM management includes:

• Automated first messages (Instagram Business, WhatsApp Business) for initial contact outside business hours
• Clear categorization of incoming messages (support / sales / PR / other)
• Handover protocol for complex cases to the support team
• Weekly analysis of the most common DM topics as content inspiration

Mentions and tags

When users mention your brand – whether as @mentions or in text – it’s a direct signal of community activity. Not every mention needs a response, but every mention should be seen. Social media monitoring tools help to capture mentions without a direct tag (brand monitoring).

Community building: from follower to brand advocate

Strategically building a loyal community goes far beyond reactively replying to messages. Real communities are created when users have the feeling of being heard and being part of something.

Proven mechanisms for active community building:

1. Actively promote user-generated content (UGC): Invite users to share their own content with your brand and feature it prominently
2. Q&A formats: Regular “Ask us anything” stories on Instagram or AMA posts on LinkedIn
3. Community challenges: hashtag challenges on TikTok or Instagram with a specific topic and incentive
4. VIP groups and exclusive content: Closed Facebook groups, Discord servers or WhatsApp communities for the most loyal followers
5. Brand Advocate Programs: Reward active fans with exclusive access, product samples or collaborations

The key lies in continuity: community building is not a sprint, but an ongoing process that develops over months and years. Brands that invest in their community today benefit in times of crisis – loyal communities actively defend their favorite brands against criticism.

For a complete overview of relevant social media KPIs – including community-specific metrics such as engagement rate and share of voice – a separate KPI framework for each platform is recommended.

Community management tools in comparison

Without the right tools, professional community management is hardly scalable with more than one channel. The following table compares the four leading platforms for social media community management:

For smaller companies and brands with up to three social media channels, the native inbox function of the respective platform (e.g. Meta Business Suite) is often sufficient, supplemented by a simple monitoring tool such as Mention or Google Alerts for brand mentions outside your own channels.

Typical mistakes in community management

Even brands with a clear strategy make everyday mistakes that cost trust and slow down community development. The most common problems:

Response times too slow

A response after three days is no longer a response on social media – it is a rejection. Users who do not receive a prompt response escalate into the public sphere, turn to competitors or share their bad experience. Automated first messages (“We’ll get back to you within X hours”) are no substitute for real responses, but they do prevent frustration over silence.

Copy-paste answers without personalization

Standardized responses are immediately recognized by users and perceived as disrespectful. A reply that does not address the specific comment is worse than no reply – it signals that the user has not really been heard. Templates are allowed as a framework, but must always be customized.

Delete criticism instead of replying

Deleting criticism comments (except for clear violations of community guidelines) is one of the biggest mistakes in community management. It often generates even more public outrage – screenshots spread faster than the original criticism. Constructive criticism should be answered, even if the answer is uncomfortable.

No escalation process for crises

Community managers cannot handle every crisis alone. Without a defined escalation path (community manager → social media manager → PR → management), crises are recognized too late or handled incorrectly. The link to the crisis management framework must be established before the emergency, not during it.

Treat community management as a secondary activity

If community management is handled “on the side” by people who are primarily responsible for content creation or other tasks, quality inevitably suffers. From a certain number of channels and community size, dedicated resources are required – either internally or via agency partners.

Measuring community management: KPIs and reporting

What is not measured cannot be optimized. Community management needs its own set of metrics that go beyond pure follower numbers:

• Response rate: proportion of comments and DMs answered (target: 90%+)
• Response time: Average time until the first response (target platform-dependent)
• Sentiment score: ratio of positive to negative mentions (tools: Sprout Social, Brandwatch)
• Engagement rate: Interactions per post in relation to reach
• Community growth rate: Monthly follower growth compared to the previous month
• Mentions Volume: How often is the brand mentioned – trend rising or falling?
• DM volume by category: Which topics occupy the community the most?

A monthly community report summarizes these metrics and identifies trends. Combined with the findings from social media monitoring, a complete picture of community health is created.

For further analysis, it is worth taking a look at our framework on social media KPIs for companies – there you will find platform-specific benchmark values and calculation formulas.

Related articles

• Social media agency: services and collaboration
• Social media crisis management for companies
• Social media monitoring: tools and strategy
• Social media KPIs: What really counts
• Contact and cooperation

What does a community manager do on social media?

A community manager oversees a brand’s interactions on social networks: they answer comments and DMs, moderate discussions, monitor mentions and actively build relationships with the target group. In addition, there are strategic tasks such as developing community formats, analyzing user feedback and coordinating crises.

How quickly should companies respond to comments?

Expectations vary depending on the platform: on Instagram and Facebook, a response time of less than 2 hours is considered professional, while up to 12 hours is still acceptable on LinkedIn. Twitter/X expects the fastest responses – less than 1 hour for urgent requests. Outside of business hours, automated first messages help to manage expectations.

Which tools are suitable for community management?

For small teams and up to three channels, native solutions such as Meta Business Suite are often sufficient. For larger companies or agencies, specialized platforms such as Hootsuite, Sprout Social or Agorapulse are recommended – they bundle all channels in one inbox, enable team workflows and provide detailed analytics.

How do you deal professionally with negative comments?

Negative comments should always be responded to – objectively, empathetically and without defensiveness. The aim is to de-escalate the conflict and offer a solution. For complex problems, it makes sense to move the discussion to the DMs. Deletion or blocking is only appropriate in the case of clear violations of community guidelines (insults, hate comments, spam).

What size of company needs a dedicated community manager?

As soon as the monthly comment and DM volume exceeds 200 interactions or a company is active on more than three channels, a dedicated resource – whether internal or external via an agency – is worthwhile. Until then, a social media manager can take on the community tasks as long as clear processes and templates are in place.

More on the topic: Building brand awareness – Organic reach – Crisis management – Social media monitoring – Creating content

Importance of the engagement rate

The engagement rate plays a particularly important role in social networks. The key figure can determine, for example, which content is particularly well received. This allows you to adapt your content to your followers in the best possible way and save costs in the long term. Furthermore, you can call the engagement rate a factor in e-commerce. Social networks are a huge market and advertising space. The more people see your posts on the social platforms, the more potential buyers you have.

Engagement rate quickly explained

Engagement Rate briefly explained:

• Measures the number of people engaging with your social media content

Ebay: The first social network?

Now you will say eBay? Indeed! Because one of the first ways on the Internet where people could exchange ideas with each other was the eBay swapping and selling platform. Here you could get into conversation with other people in the comments.

After that, the journey continued, a big milestone was MySpace itself. Meanwhile, hardly anyone knows this social network. After that came Facebook, YouTube, Instagram and…

Social media success story

If you want to learn even more about the history of social media, check out this little article of ours, on the history of social media.

• History of social networks

Create Facebook App for use

Tip! Here you can find our XXL Guide to the topic Facebook Ads. In this article you learn:

1. Create Facebook App for use
2. Comment Generate and embed comment code

If you have not yet created your own application in facebook for developers, this is your first step. Just sign up here and create an app:

• Facebook for developers – Create registration and app

Comment Generate and embed comment code

In the next step you generate your own code. It is important that you get it into your header.php. This usually works in two ways with WordPress.

1. The best way is to include the code in your theme backend. Most themes support embedding directly from the backend. Then you don’t have to make any changes to the theme. You place the code where, for example, the code from Google Analytics is located.
2. Directly in the theme via your WordPress backend via Design > Editor. Then open the header.php and insert the code cleanly, best directly after the tag.
3. Recommendation! Better go over your Child Theme and change a copy of the header.php, then you will have no problems with the theme update.

Here you can generate your code:

• Facebook comments for website / WordPress – Get code

This is what the generated code looks like. The appID is your individual ID.

<div id="fb-root"></div>
<script>(function(d, s, id) {
var js, fjs = d.getElementsByTagName(s)[0];
if (d.getElementById(id)) return;
js = d.createElement(s); js.id = id;
js.src = "//connect.facebook.net/en_DE/sdk.js#xfbml=1&version=v2.8&appId=1453051238274088";
fjs.parentNode.insertBefore(js, fjs);
}(document, 'script', 'facebook-jssdk'));</script>

Screenshots of the developers tutorial

Here once again all steps in individual screenshots:

Exchange WordPress and Facebook comment function

Besides the script you will also get a small div box for embedding in the front end of the page. The procedure here is similar to the script. Only that you edit the single.php. If you are working with a theme, the code may also have to be placed in comments.php or similar. Like in my example. You can include the code everywhere in your page or only on single pages. We replace the comment function directly. If you want the comments on single pages, just insert the code directly into the blog posts, etc. This is how you change the comment function globally.

Importantnt, you have to replace your URL (in my case http://lukinski.com) for the global variant with :

< ?php echo get_permalink(); ?>

1. Directly in the theme via your WordPress backend via Design > Editor. Now open the single.php and replace the WordPress code or exclude it.
2. Recommendation! Do the same with your Child Theme and change a copy of the single.php.

<div class="fb-comments" data-href="< ?php echo get_permalink(); ?>" data-numposts="5"></div>

Voila.

Screenshots of the code exchange

In my example the comment code was not in the single.php but in a single comments.php. I copied this into my child theme and replaced the whole comment code with the new Facebook comments. If you work in the single.php, make sure to remove only the comment code. In the example the whole comments.php was replaced.

Facebook comment function in the blog

Ready the whole thing looks like this!

Automation in social media marketing: cost efficiency

Gradually converting one’s own processes into automatic processes saves a great deal of time, depending on the software. The main focus is on performance improvement of reach, communication and interaction. Of course, not only such communicative processes can be automated, there are also smart solutions for advertisements and e-mail communication with influencers. Basically for most companies it is about the typical interaction and reach, the first step to build your own community.

One of the most important tasks, especially for start-ups and young companies, regular posting. It is often difficult, because even large companies with 100 years of tradition have their difficulties to operate social media consistently. One of the central factors for the relevance of one’s own channel is the regularity of postings. The easiest way to describe it is with the typical news broadcast in the evening; everyone has their favourite source of information punctually at 19 or 20 o’clock. Not only in the classical media world, but also in the new media, regularity and consistency are written in capital letters. What’s the matter with you? The easier the user’s access to media is made, the fewer barriers there are, even temporal, the higher the satisfaction.

How often should you post on social media?

• Instagram – 3 to 7 postings a week, plus 1 to 10 stories a day
• Facebook – 3 to 7 postings a week
• YouTube – 1 video a week
• Tiktok – 12 postings daily
• Twitter – at least 2 postings daily

That’s the ideal case. In order for social media managers to have sufficient time for content creation, but also for community maintenance, certain steps can be taken by semi-automated or fully automated processes.

Automation for posting

As we showed in our big social media software test, there are many good programs for planning postings in advance on Instagram, Facebook and Co. That’s why we’re not going to go into individual software programs here anymore. If you want to read all about the big check, you can find the article Social Media Software here.

As a social media manager, you can plan postings for days, weeks, months and even years in advance. The various software products all function relatively similarly. Just like in the social media apps, individual media content can be uploaded. You can add a description but also markers and place names. In addition, however, software offers the option of planning media in advance. As a clever social media manager, you can produce a lot of content at once and then plan the content for weeks and months ahead. This saves a lot of time in your daily work!

Vacation days, holidays, weekends, from all these parameters they are independent with the pre-planning of content.

Advantages:

• Regular publications
• Permanent input for users
• Independence from vacation days, holidays and weekends
• Social-Media-Manager can take care of other tasks
• Editorial planning can be processed directly
• Increase range permanently
• Cheap cost, usually only $10 to $20 per month

Automation of interaction

From the semi-automatic publishing of content, since it still has to be maintained by the user, it now goes to the fully automated publishing of likes, comments, and for some, the following and development of people. Why do they do that? Attentively, you get that by Impressions . Impressions are individual sightings, i.e. everyone who sees a certain picture, reads our brand name,… many social media managers browse the individual social media apps and look for suitable content to link to or comment on. Each time this happens, a user and possibly his followers or friends will become aware of us. Perfect! Perfect! The small disadvantage of having a talented person, like a social media manager, spends his or her time likening and commenting on photos and videos. There are certainly much more demanding tasks for your company, which is exactly why these simple interactions are automated by software solutions.

Here, too, we had already tested various software, e.g. Instazood and Combin. Two of the typical programs, here in the example for Instagram, for the three types of interaction:

• Automation of Likes
• Comments automatically post
• Follow / entfolgen for attention

These three aspects can then be used fundamentally in the programmes. The Likes are always assigned on the basis of filters, e.g. one can adjust, how many Likes a picture should have, so that one excludes bad pictures and naturally also pictures, which get so many Likes, that our channel would receive no attention. In addition, you can also select competitor channels, for example, so that you only distribute specific Likes to fans of your own competition. After all, they are already interested in our product class, the change from brand a to brand B, possible. That’s why we like to work with comments in automation, because every positive comment under a picture ensures that the person either reacts directly to it with another comment or the person clicks directly on our profile and gets to know our brand directly.

Excellent opportunities to build the interaction and also to win interested parties for us who otherwise would not have heard of us.

A third option that almost all social media tools offer is to follow and unfold people. Here the tools follow people, who in turn are selected by previously set filters. After a certain time the software unfolds to the persons again. Again, the principle is quite clear in the arousal of attention. Because social media channel B now follows social media channel A, social media channel A will become aware of him and maybe he or she will follow social media channel B.

With all the thousands of likes and comments, unfold and follow, who still keeps track? Who has the time? This is exactly where the advantage of automation lies. By the unique adjustment and installation as well as the definition of the own filters, the work runs in the next weeks, months and years completely automatically. It’s like having a hard-working 24-hour social media manager 7 days a week.

Automation of communication

Here, too, there are various means and possibilities. Therefore a small view or insight into the world of automation radio communication. On the one hand, the previously briefly discussed regular comments offered by the social media. That’s how it works:

Create communication through comments on hashtags

On the one hand, communication can be established specifically through the use of hashtags. A small example of best practice would look like this:

• In best-practice we are a food company, e.g. a supermarket or our own product like a healthy smoothie
• We set the automation so that the social bot reacts with the hashtag #veganleben on every posting
• For each posting, the social bot comments with a spun (i.e., always new) text
• Comment 1: Mega delicious ?
• Comment 2: Yummy ??
• Comment 3: ? #ilike
• Comment 4: ? delicious if you are looking for some more recipes, check out our blog @food
• …

With every new comment new social media users become aware of their social media channel. Of course, the parameters of the socialbot can be set to comment only postings that had at least five likes but a maximum of 100. Why do you do that? By refining the parameters, photos are excluded that are so bad that I don’t like them at all. At the same time photos are excluded from the algorithm, which have a lot of likes, here our comment would probably hardly attract attention.

Chatbots for start Communication

Many companies, firms and brands have frequently asked questions. These questions are asked by users very gladly over social networks, since the ways are very short here. Anyone can write, comment or rate directly from their mobile phone. For the example of chatbots, we would like to look at a fashion company as best practice. At this fashion company, questions about trends frequently come up, e.g. the brand Nike, Adidas or Fila.

• Many users ask the question, do you have this or that special Nike model in the store?
• As soon as the keyword Nike falls, the chatbot automatically sends a product overview of the Nike shoes with the comment, “Check out the online shop, maybe you’ll find your model here”
• The two messages are sent with a time delay of 7 seconds so that it looks like real writing work

Conversation, small talk and interactions

What does conversation look like in successful social media concepts? In particular, it”s about having constant small talk with your own community. Every comment will be answered by our Social Media Manager. No matter if it is just a little heart (❤), a short statement like “”I like it””, or also detailed questions, criticisms or suggestions.

Many social media managers ignore small comments, they are not responded to. Why not? Each comment was made by a potential buyer or interested party.

Do you have to answer comments?

Let”s go back to the local specialist shop as best practice. Today we do not develop at our server or online shop, we stand in the shop and have our visitors, that is our customers around us. Life there are currently 25 visitors to our website, so we could say 25 visitors are watching our Instagram Postings or 25 customers are in our store right now! 3 of these customers are looking for a conversation and say to us, “”I like it”, it looks great”. Now comes the crucial question, would you:

• A – “ignore the customer and continue working”
• B – “start a small conversation for you to sell the product”

The answer should be clear to everyone. Of course one would look for the short conversation to inform the customer, perhaps even to sell the product. Anyone who leaves the customer standing in an unusual way risks choosing something else or even leaving the store again. Similarly, in social media networks, any comment from a user should be actively answered by us. Here”s another tip, they speak of “we”, “”our community””, “strong that you are there””, they build up such a connection, depending on how detailed the previous comment was, from the little heart to the detailed suggestions for our brand.

Take the time to get involved with us, you should always reward us for that. This not only creates the community idea with them and the person they interact with, of course other users will also perceive the conversation. Not only their fans, but also friends of the person with whom they interact. Further potential new prospective customers or also customers, which they reach completely without Media budget (advertisement). The much-praised organic growth.

What do I do at Shitstorm? Key point crisis management

Our tip in advance, always focus on the 99 out of 100 people who love your product or service and not on the 1 out of 100 who criticizes.

Shitstorm, that can happen. Companies that are provocative, but also companies that do not attract much attention. Shitstorms can happen to any company and they should be handled soberly and objectively. Everyone may know the familiar saying, sleep a night over it. The saying goes that if you have problems, you should sleep on it for one night first, because the next day they are much less threatening. Who has already been through two, three Shitstorms in his life, he also gets used to it. Ultimately, the communication possibilities of Web 2.0 and the changed communication structure, here referred to as the sender receiver model, have changed the possibilities for private individuals. While you used to have to go to the pub to get some air, today you can do it comfortably from the sofa.

But how do you react to a Shitstorm? Of course, there is no answer that fits every situation perfectly. For negative comments, you should always take some time. Negative comments that are constructive, critical or show a really qualitatively measurable amount should always be received with goodwill. If you like, free market research, free reviews. Not every user expresses his opinion, so constructive criticism is worth a lot. Accordingly, one should take this consequence seriously and answer it, depending on the quantity even with new actions to ensnare. E.g. by recording several criticisms and answering them in a statement.

Shitstorms that go below the belt line should be treated consistently. This usually means deleting a comment. If someone were standing outside their front door, someone right outside their office or agency, they wouldn’t want negative, unjustified comments to be read every day. Of course, they’d expel him. Ultimately, there will always be individual negative opinions. How much space you have is up to you. Our recommendation, delete comments that are unjustified or do not contain constructive criticism. If comments are constructive, be frank with them. Anything below the belt will be erased. Don’t worry, you have more important things to do, e.g. answering comments! Conversation with the 99 out of 100 people who love your product or service!

Emoji list hearts

If you are just looking for the right heart for your next posting, we have a current selection of Herz emojis.

Heart Emoji

❤, ?, ?, ?, ?, ?, ?, ?, ❣, ?, ?, ?, ?, ?, ?, ?, ?, ♥

Smiley Emoji with heart

?, ?, ?, ?, ?, ?

Commitment by Likes and I like statements

The commitment of the community expresses itself above all in the expression of like me data and Likes. Likes are the gold of the internet, the more attention you get for your postings the better. Did you know? Most influencer campaigns are not planned after the follower ad but after the average like ad on the last 12, 15 or 20 media. This shows the great relevance of the individual likes on photos and videos for influencers but also for companies and enterprises.

Likes can of course be cranked up by different means. On the one hand, of course, through the strategic planning of the content, i.e. the photos. On the other hand, of course, through the targeted application, paid reach.

Interactions through text

What’s worth more than a Like? A comment! A Like is made quickly, a mouse click or a click with the finger, 0.2 seconds of work. For a comment you have to take some more time, think about what to write and maybe look for some emoticons. Comments also give you the opportunity to respond directly, i.e. to reply. This way you can of course start conversations or even discussions. You can send marketing messages or just say thank you. No matter how, comments are worth a lot!

They can encourage their users to comment, e.g. by asking questions or by raffling, by answering a certain question or by marking a friend. Such comments are also worth a lot for the further development of products, because here you can directly get feedback from the customers, go into it without having to make an extra home visit.

Commitment to sharing photos and videos

The sharing of media content in social networks, but also through embedded media, shows a high degree of interaction. The media were not only so good that you like them, you want to show them to others. This is also how virality, word-of-mouth propaganda, develops. The more people talk about a contribution, the more often it is liked and shared. The biggest viral videos make it into the media sometime and so some people become real stars. Sharing content or embedding external media can lead to success.

Interaction with self-created media

Those who have an extremely strong community have fans who create extra media content to reach the influencer. For example, if you didn’t win any of the concert tickets in a ticket lottery and therefore sadly say in an Instagram message that you didn’t win! If the influencer answers with a heart, you’re happy again. It can also be groups of people who celebrate a certain person on YouTube and therefore all wear the merchandise fan shirt, take a joint photo and post it to the influencer’s pinboard. The Influencer sees the marker on Instagram and you get a Like or maybe even a comment from your Influencer! If you made it to that point, you did a good job!

You can see how important commitment is, and how highly it is valued. Good luck with your communication strategy.

Interactions on the social networks

• The engagement describes the interaction between influencer and community
• Interaction includes likes, comments, polls, sharing content…
• Likes are distributed much faster than e.g. comments
• Even in influencer campaigns, more attention is paid to interaction than just to the number of followers
• Follower can also promote influencer interaction by creating photos or writing to the influencer

Three principles of cooperation:

• Trust and closeness
• Content and content selection
• Preserve personality and immediacy

Three aspects of cooperation:

• Time savings through comments and interaction
• Contracts and negotiations
• Cooperations and media partnerships

Discretion is everything in VIP support

What makes social networks successful is, in particular, the close social bond with one’s own fans. What counts most is the direct connection. When I send a comment, the celebrity I like will probably read and answer myself. Of course, the same applies to other interactions with the stars’ fan pages. The interaction with the fans is important. The feeling of a direct encounter must of course not be lost by the support of an agency or by management. The constant flow of information is also a challenge for the respective agency. The respective celebrity experiences a lot at his age, of course, not only through productions but also through events and, of course, also private life, e.g. with friends and families, but also nightlife, e.g. in bars or clubs. It is really difficult to capture and present all these moments in the social media, especially with the amount of information that is generated every day. On point number 3 is essential in cooperation, trust and trust again. When editing comments, replies and postings, e.g. when the celebrity is on holiday, does not have permanent access to the Internet, the artist must be able to rely completely on the management.

These are the 3 essential and important points in the treatment of social interaction by an agency, it is about the continuance of the emotional connection and the direct communication, for the fans. But it is also about coping with a constant flood of information, the selection and selection of which must be done quickly. When publishing content and interacting with fans, you also need to be able to fully rely on the agency. If all these three points are fulfilled, nothing stands in the way of a successful cooperation!

Comments and answers by personal Social Media Manager

The highest time savings in social media are offered by agencies by the kids each answer of comments. Fans feel valued when their opinions are heard. If a direct contact of the celebrity, e.g. the management, reacts to comments, this can only have a positive effect on the entire interaction. The higher the interaction on a social channel, the higher it is classified by the algorithms of the platform operators. That’s why it’s important to keep the interaction the same during growth. With 1,000 fans this is of course still feasible, maybe even with 10,000 but at the latest from 100,000 fans it is really work to look after your own social channel. If you work not only on one platform as well as Instagram or YouTube but mix platforms and work cross-media, the work multiplies accordingly. That’s why many influencers and bloggers rely on management throughout their careers, not only for managing answers and comments, but also for further development and for the entire world of customers, for negotiating and drafting contracts for usage rights. The most important thing, however, is to save time so that you can concentrate fully on your own postings. If a large part of the comments, e.g. 98%, can already be covered by a trusted third party, it helps the celebrity to optimize their own time management. The remaining 2% of the comments are very special and will only be answered after consultation with the respective blogger, influencer, celebrity or star. Through the frequent answers of the management or the person of trust, the own knowledge about the many details of the life of the celebrities grows. That’s why answers are becoming more and more targeted and the celebrity saves more work each week and month and can thus fully concentrate on his actual job.

The help with comments by an agency does not reduce the own interaction with the fans. Of course you have a look at your own comments and fans in the morning, at noon and in the evening, and often in between. Especially the community is very important to bloggers but also to celebrities. In the end, they are the basis for success!

Brand Ambassadors and Ambassadors, Negotiations and Contracts

Whoever concentrates the whole day on his actual job and occupation often has little time left to worry about contracts or offers. Every customer request is work again, every offer is work, in the end perhaps only one in 10 customers will confirm this offer. It is not possible for many celebrities to invest a week’s work in it now. Not only the time aspect plays a role for many celebrities, but also the experience and expertise of agencies and management are consulted. You have extensive experience in drafting and negotiating contracts for brand ambassadors, for various media, from print to visual or moving image, digital, advertising or even without advertising. Likewise it concerns the different countries, one is only in Germany, only regionally, in the entire German-speaking area, several European countries or also world-wide or only punctually world-wide in individual countries, e.g. the USA, Russia and Germany. All these aspects have to be taken into account in every single contract negotiation and therefore many celebrities rely on their management.

Not only the relatively dry contract negotiations belong to it, also creatively concepts. If, for example, campaigns are developed for YouTube or Instagram, it is always necessary to have a creative mind that summarizes the ideas, forms a central theme and visually forms a visible concept for the customer and the celebrity that is easy and quickly understandable. Such negotiations, including the concept, can last a month, two months or even three months. Throughout the negotiations you have to stay on the ball, but also keep in touch with customers and attend many meetings.

Partnerships and cooperations with companies for Instagram, Youtube & Co.

The content on the social networks must offer something special every day. 1 or 2 postings on Instagram and of course five or six stories a day. You always need a good location, exciting events or great experiences. The organization of such opportunities takes a lot of time and requires a large network in which one has many contacts that provide one opportunity. If you are a celebrity visiting Jerusalem, for example, you need appropriate locations and possibilities here, as well as parties but also events and networking. These should also have the appropriate quality and the visual, high-quality should always be maintained. Combining these different aspects to form a concept for cooperations and partnerships, not only as brand ambassadors but also, as here, through win win situations, e.g. by participating in high-quality events but also the press and other celebrities and youtube, if you yourself are youtube or other Instagram stars if you are active on Instagram. The range of different fields of activity in the field of cooperation and partnerships is so diverse that it takes a good network of many years to bring the various actors together. Then for each individual concept and for each individual visit you need not only the added value for your own celebrity but also the respective added value for the host.

Let’s summarize once again how the work between a social media agency and a celebrity works best.

Three Principles of Collaboration: Trust, Content, and Personality

At the beginning of the article we talked about the fundamental cooperation, the trust, the coping with all the information but also the maintenance of the personal connection, which is the special highlight for the fans in social networks.

Three aspects of collaboration: time saving, contracts and collaborations

The most important aspect is the time saving through interaction, with fans but also with potential opponents of your own channel. The many answers, comments and feedback help the celebrities to concentrate on their own job. In addition, contract negotiations as well as creative concepts have to be planned for advertising partners. The offers, but also the final strategies. Number three is the establishment of possible cooperations and partnerships with other celebrities, bloggers but also brands or locations.

Good social media agencies combine these three principles and the three aspects of collaboration. So you can develop together and build a working system as a blogger or celebrity, with which you can pursue your real passion 100% further and have a partner at your side, who focuses on the commercial and creative aspects.