Community Management Tips and Best Practices from Social@Ogilvy.

1. Community
Management
Tips and Best
Practices

2. Community Management Tips and Best Practices
Create
Posts
visual
1
Include assets for
increased engagement.
Images catch the eye of
Facebook users scrolling
through their newsfeeds
on both their computer
and mobile device.

3. Community Management Tips and Best Practices
Use a
set of eyes
second2
Ask someone near you
to review your Facebook
post before hitting the
“send” or “schedule”
button. Even if your
content calendar was
reviewed, you can
easily copy something
incorrectly or miss a
small edit if you’ve
stared at your own post
too long, yourself.

4. Community Management Tips and Best Practices
Concise posts are
typically easier to digest,
especially as more
Facebook users check
their feed from their
smartphones. Many of
our clients try to keep
posts around 50 words.
Keep it
brief3

5. Community Management Tips and Best Practices
What’s going on in the
news? If a popular viral
story seems like a natural
fit for your brand, don’t
be afraid to hold a quick
brainstorm to identify
engaging content that is
both timely and relevant
for your fans.
be
nimble
4

6. Community Management Tips and Best Practices
Social media moves
quickly, and so should
your brand. Respond to
your fans quickly, and if
you don’t have an easy
answer for them, let
them know that you’re
looking into it and will
get back to them.
Respond
to your fans
quickly
5

7. Community Management Tips and Best Practices
This goes well beyond
demographics. Historical
context can go a long
way toward relationship-
building. Remember to
inject personal touches,
and your advocates are
the first to come to your
defense when you need
them (and you will).
Know
fans
thy
6

8. Community Management Tips and Best Practices
In the age of social
media, you’re competing
with brands even if you
don’t know it yet. Your
customers get near
immediate customer
care responses from @
TWC (client). Coca-Cola
(client) is asking for their
best moments and
featuring them. What
are you doing?
Live to
serve
7

9. Community Management Tips and Best Practices
Before you promote
the $50,000 your brand
donated to cause X,
think about how that
will be received by your
fans. Does it make sense
for your brand voice?
And whatever you
do, don’t hold money
hostage for Likes or
other engagement.
Donate to
donate
8

10. Community Management Tips and Best Practices
Moderate in
moderation9
Establish a set of guidelines to make even the newest
members of your social sphere comfortable to engage
with you. One of our clients even posts a pie chart each
month showing the percentage of comments deleted
and why in case violators have questions.

11. Community Management Tips and Best Practices
be
“The truth shall set you free.”
10
“The truth shall set you free” should almost always be the mindset
for brands on social media channels. Avoiding questions or lying
about certain situations will only fuel the fire. It’s important for brands
to not be afraid of honesty and to try getting in front of the issue
before it boils over. (Each circumstance is different. See our Crisis
Management Playbook for more insight.)