A good community manager is a vital element in a social media marketing ecosystem. In fact, they manage the vibrant jungle. Part hostess, sometimes referee, provocateur and community health practitioner they demonstrate a hybrid set of attributes that is often hard to hire for based purely on the A4 paper CV. Experience does not necessarily equal ability in this integrated digital role that requires skill, passion and personality. Technology can be taught but personality is quintessentially non-transferable.
Kristel Tamkivi is one community manager we salute today who is part of our social media services framework supporting our client SSP – The Food Travel Experts in Australia. As the voice of the client, she spends her day as Twitter’s @jenfreshonthego and works tenaciously to assist foodies, airport staff and travelers have a more delicious journey in and around Sydney Airport’s International Departures T1.
Kristel takes great delight in engaging the community with relevant travel and aviation news, local airport happenings and ultimately SSP food and beverage deals and offers relevant to Sydney International Airport. “Jen” is a helpful friend and the go-to-gal of Departures – T1. It is through social media SSP helps travelers “discover” places to sit and enjoy free wi-fi spots, recharge an Ipad without sitting on a floor, sample a glass of fine Australian Shiraz or a coffee made by a trained barista. People can better plan their airport experience because they are better informed and Kristel articulates well what is otherwise beyond customs and security in real time.
Ask her husband what she does and he will tell you she gets paid to Tweet and Facebook all day. (Spiro, you are partially right but you deserve the full explanation!)
What does Kristel and other Community Managers like her at Mighty Media Group do, exactly?
A Community Manager is the voice of the customer to internal R&D, marketing and brand managers, operations and ultimately, a customer centric C-Suite. A digital native at the core, the role is responsible for all communications, online advocacy, social media, the creation of social experiences, and curates content distributed on earned media and social networking platforms. Thick skinned and cooler than a penguin napping on a glacier a Community Manager exist at the forefront of a company’s marketing and messaging and is truly at the front-line of online and mobile interactions.
Described as a Web 2.0 communications role the position requires the ability to utilize existing and emerging online tools and person-to-person networking skills to create relationships and ultimately build the company’s brand so that the customer has a seamless experience.
While no two days are ever the same a Community Manager at Mighty Media Group role may include:
1. Content creation - writing blog posts, articles, newsletters, communications materials, and material for social media channels. She writes and maintains a blog about travel and food Sydney International Airport titled TravelBytes on Tumblr.
2. Social media marketing – creating, managing and growing the company’s presence through blogs, Twitter, Facebook, and other strategically relevant online properties. Kristel maintains a growing photo-centric community on Flickr as well as Youtube video channel.
3. IRL Experiences/Events and event planning – Unique to a high transit environment, Kristel’s friends and followers have limited or lots of time on their hands and depending on their reasons for following Twitter’s biggest foodie at Sydney Airport. In a very anonymous environment where emotions run a full gamut (from fear of flying, sadness of a farewell, anger from delays and anxiety from increased security) folks appreciate her online advice and assistance and value both the information she shares as well as how she extends her digital handshake into real time memorable interactions and experiences. Local food spotters like @yrlocalmarkets, frequent flyers and those interested in a behind the scenes look at what is like to work in catering for a global organization like SSP get surprised and delighted to ‘press the flesh’ and meet members of the SSP Australia marketing and operational teams coordinated by Kristel.
4. Public relations – (not in Kristel’s present scope but often relevant) managing incoming media requests and building relationships with trade/industry journalists who are interacting online; creating, executing and measuring media campaigns.
5. Customer relations – the Community Manager is often responsible for customer support – answering questions however they come in (, e-mail, Twitter) and managing any online feedback forums such as Flyertalk, Urbanspoon, etc.
6. Communications/Marketing Strategy Execution – the Community Manager is responsible for collaborating and executing strategic marketing/communications plans to provide direction for the company’s public-facing communications. His or her input during the ideation process is essential. She knows the way in which her friends and followers like to be engaged, and rather than a pure push out, can assist with getting the pitch to resonate with the audience. Every social platform has its own spoken and unspoken tribal etiquette that is less likely to be appreciated by those who do not frequently inhabit it.
7. Analytics – Using Mighty Intelligencia social listening suite and Shoutlet Reporting circles back to the group with information and insights on community health, growth, and provides engagement metrics as well as making monthly recommendations on ways to improve communication, optimize offers or enhance SSP’s products and units through testing and new initiatives.
Community Managers are at the hub of online messaging and it is not surprising that it is one of the fastest growing careers in the digital space as companies invest in building their community. Kristal is passionate about her work and passionate about SSP Australia’s brands.
Does your Community Manager do something not on the list? Do tell!