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- Herausgeber: John Wiley & Sons
- Kategorie: Wissenschaft und neue Technologien
- Sprache: Englisch
Learn to manage, grow, and communicate with your online community Online community management is a growing profession and companies are investing in online communities in order to gain consumer insights into products and to test new products. An effective and dedicated community manager is essential to engage and manage a successful online consumer community. This straightforward-but-fun guide shows you how to effectively manage, grow, and communicate with your online community. Clear coverage shares tips for dealing with customers and fans through Twitter, Facebook, forums, and blogs. A practical approach shows you how to ensure that visitors to your site are satisfied, kept happy, and return. You'll explore the various types of online communities and benefit from learning an assortment of tips and tools that will help you stand out above the competition, attract more visitors and gain the attention of potential advertisers and investors. * Aims at providing community managers the information they need to get a handle on their online communities and make them successful * Addresses the role of the community manager, the core community management tasks, and how to create an online community * Highlights ways to build relationships within your community, evaluate return on investment, and handle and respond to criticism * Offers advice for establishing policies and transparency and encouraging community interaction Online Community Management For Dummies is the ideal introductory guide for making sure that visitors to your site have a good experience and return for more.
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Seitenzahl: 512
Veröffentlichungsjahr: 2011
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Online Community Management For Dummies®
Visit http://www.dummies.com/cheatsheet/onlinecommunitymanagement to view this book's cheat sheet.
Table of Contents
Online Community Management For Dummies®
by Deborah Ng
Online Community Management For Dummies®
Published by John Wiley & Sons, Inc. 111 River Street Hoboken, NJ 07030-5774
www.wiley.com
Copyright © 2012 by John Wiley & Sons, Inc., Hoboken, New Jersey
Published by John Wiley & Sons, Inc., Hoboken, New Jersey
Published simultaneously in Canada
No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions.
Trademarks: Wiley, the Wiley logo, For Dummies, the Dummies Man logo, A Reference for the Rest of Us!, The Dummies Way, Dummies Daily, The Fun and Easy Way, Dummies.com, Making Everything Easier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affiliates in the United States and other countries, and may not be used without written permission. All other trademarks are the property of their respective owners. John Wiley & Sons, Inc. is not associated with any product or vendor mentioned in this book.
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For technical support, please visit www.wiley.com/techsupport.
Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.
Library of Congress Control Number: 2011941692
ISBN 978-1-118-09917-9 (pbk); ISBN 978-1-118-18276-5 (ePDF); ISBN 978-1-118-18277-2 (eMobi); ISBN 978-1-118-18278-9 (ePub)
Manufactured in the United States of America
10 9 8 7 6 5 4 3 2 1
About the Author
In addition to working in the past as a community manager and professional blogger for several online brands, Deborah Ng also grew a small writing blog into the No. 1 online community for freelance writers before selling in 2010. Currently, Deb works for BlogWorld and New Media expo helping to find speakers and content for their events. When she’s not oversharing on the social networks, Deb blogs at Kommein.com and enjoys time with her extremely handsome husband and brilliant son.
Dedication
Online Community Management For Dummies is dedicated to Linda Lindsay, who I miss every single day.
Author’s Acknowledgments
Many, many years ago, probably before many of you were born, my family noticed my enjoyment of writing and encouraged me to go beyond school essays and research reports and consider a career as a writer. It took a while, but eventually it happened. Even before I saw it myself, my mother and father encouraged me to write, and I’m so extremely grateful to them.
I’m even more grateful to my husband Bert and son Timothy for putting up with all the days and nights spent parked in front of my laptop, instead of spending time with them. They not only encouraged my dream but put up with crankiness and my absence as I opted to meet deadlines over going on family hikes or spending time with them in the pool.
In addition to my family, four people deserve the bulk of my thanks because I can honestly say this book never would have happened if my BlogWorld bosses, and true friends Rick Calvert, Dave Cynkin and Patti Hoskings, along with my very dear blogging friend Chris Garrett, didn’t take me to a John Wiley & Sons, Inc. party in Austin, Texas to introduce me to Ellen Gerstein. Ellen didn’t dig my original idea, but the introduction led to several pitches, and my idea for Online Community Management For Dummies is the one that stuck.
I’d also be remiss if I didn’t thank the rest of my BlogWorld team, because they were so encouraging and supportive through the whole book writing process — even if I was late with work stuff. Thank you for your kind words and friendship Allison Boyer, Lara Kulpa, Nikki Katz, Dani Goren, Chris Castro, and the rest of our growing team. I have the best job in the world, and it’s such an honor to work with the most amazing gosh-darned group of people ever. Ever.
My brothers and sisters are also a big part of who I am today. Perhaps we don’t see eye to eye on everything, and, yeah, there’s been some family drama, but they’re a wonderful support group and a heck of a lot of fun. Thank you for putting up with all my talking, singing, and Donny Osmond worship, Donald Dederick, Diana Hayes, Desiree Pacuk, Doug Dederick, and Dawn Vota. I love you all.
Before I start with the big list of thank you’s, I also have to single out Andy Hayes. A girl couldn’t ask for a better person to have on her side. Andy cracked the whip to make sure I was working on my book over wasting time fooling around and was always there whether to talk about serious stuff or just share a little gossip. Everyone needs an Andy Hayes in their corner.
There are so many more people to thank, it would take a much bigger book to tell you who and why. I hope the following people know what an impact they’ve made in my life and how much their friendship means to me: Thank you for your friendship, kindness, and support Jodee Redmond, Aliza Sherman, Tereece Clarke my White Meadow friends especially Anne Sickles, Robbin Seidel and Sarah Brake, Mike Stelzner, Joe DeCarli, Celina Pellicane, Jennifer Hoffman, Amy Porterfield, Tommy & Julie Tilert, Joel Durham, Jr., Jonathan Fields, Jonathan Magrid, Deb Dorchak, Wendi Kelly, Wendy Piersall, Becky McCray, David Crawford, Yury Polnar, Eddie Vallee, Kurt & Kate Ernst, Kelby Carr, Heather Solos, John Hewitt, Vanessa VanSciver, Alex Manger, Renee Kaestner, the Ng family (including all the millions of cousins and spouses), and so many other people who I will probably regret not naming here. Also, a special thanks to Chris Cella for all his help with my book proposals.
Finally, I’d like to thank my editors who put up with more than one missed deadline because of one calamity or another: Amy Fandrei, Ellen Gerstein, and Kelly Ewing, thank you. I hope this is a long, beautiful relationship.
Publisher’s Acknowledgments
We’re proud of this book; please send us your comments at http://dummies.custhelp.com. For other comments, please contact our Customer Care Department within the U.S. at 877-762-2974, outside the U.S. at 317-572-3993, or fax 317-572-4002.
Some of the people who helped bring this book to market include the following:
Acquisitions and Editorial
Project Editor: Kelly Ewing
Acquisitions Editor: Amy Fandrei
Copy Editor: Kathy Simpson
Technical Editor: Andrea Vahl
Editorial Manager: Jodi Jensen
Editorial Assistant: Amanda Graham
Sr. Editorial Assistant: Cherie Case
Cover Photo: © iStockphoto.com / zudy-box
Cartoons: Rich Tennant (www.the5thwave.com)
Composition Services
Project Coordinator: Nikki Gee
Layout and Graphics: Claudia Bell, Samantha K. Cherolis, Corrie Socolovitch
Proofreaders: Laura Albert, BIM Indexing & Proofreading Services
Indexer: Potomac Indexing, LLC
Publishing and Editorial for Technology Dummies
Richard Swadley, Vice President and Executive Group Publisher
Andy Cummings, Vice President and Publisher
Mary Bednarek, Executive Acquisitions Director
Mary C. Corder, Editorial Director
Publishing for Consumer Dummies
Kathleen Nebenhaus, Vice President and Executive Publisher
Composition Services
Debbie Stailey, Director of Composition Services
Introduction
Every business has fans or people who are so passionate about a product, a service, or the people who make up the brand that they want to take the relationship beyond that of the buyer/seller. Thanks to the Internet, you can connect with the people who appreciate your brand in many different ways. People who like your brand on Facebook, follow you on Twitter, and comment on the corporate blog are more than just customers; they’re a community.
About This Book
Online Community Management For Dummies helps you cultivate, foster, and manage an online community. It also helps you provide a good customer experience by providing a great community experience. You discover why all these Facebook pages, tweets, forum posts, and blog comments are so important, and most of all, you find out why mutual respect is your most important customer service tool.
This book is a practical guide to community management. If I did my job properly, you won’t have to hunt for the dictionary after every word. Instead, you’ll spend your time learning the importance of community, and why an online community manager is the most important job in your place of business.
You discover
Why people want to be part of your online community
Why it’s important for you to be a regular presence in your online community
How to communicate with the members of your online community
The perks of joining an online community
The different types of negativity affecting most online communities
The different types of online communities
The importance of organizing offline community events
How to evaluate the success of your online campaigns
Online Community Management For Dummies isn’t a technical manual. Instead, it offers useful tips for fostering and interacting with your online community as well learning what they’re looking for in a brand.
Foolish Assumptions
Though this book falls under the For Dummies umbrella, I’m assuming that that majority of my readers are anything but. As I was writing this book, I assumed the following:
You’re either working as or hoping to work as an online community manager.
You know a thing or two about the various social networks.
You know what a blog is.
You enjoy interacting with others.
You’re more interested in professional community management than being a hobbyist.
You have basic Internet knowledge.
You know that customer service is more than an 800 line.
Mostly, I assumed that you enjoy a good conversation and understand the value of reaching out to those who believe in your brand.
Conventions Used in This Book
When I wrote this book, I tried to be consistent about it, so I set a few conventions:
Any word I’m defining appears in italics.
When I recommend a website or online application, I provide the URL.
For the most part, it’s all pretty self-explanatory. Headings and subheadings separate chapters and sections, photos are referenced and captioned. And just like my blogging and writing online, I rock the bullets throughout this book when I feel information needs to be broken down into easy-to-understand, bite-sized bits of conversation.
What You Don’t Have to Read
I have a confession to make. I hope you’ll read this whole book because I truly enjoyed writing it for you. However, I know you’re busy with your online communities, and the last thing you want to do is spend your time reading a reference book like this one. I get it.
Online Community Management For Dummies isn’t a cliffhanger. It’s not an edge-of-your-seat thriller, nor is it a vacation-time page turner. It’s a reference book. In fact, you don’t have to read Online Community Management For Dummies in any particular order. You can start reading this book anywhere and stop anywhere, choosing only those topics that interest you most.
How This Book Is Organized
Online Community Management For Dummies is made up of seven parts. Here’s a peek into what you can look forward to for each part.
Part I: The Basics of Online Community Management
This part is an overview of a community manager’s duties as well as the importance of fostering community within a brand. Knowing why people join online communities in general is just as important as learning why members are joining your community. Part I defines online community, covers the reasons folks join communities, and discusses the important tasks you’ll have to undertake in your role as community manager.
Part II: Embracing the Community Manager’s Role
Your job has many different layers and levels. In Part II, I get more in depth about those layers and levels and discuss best practices for successful online community management. Whether it’s handling the different types of negativity that comes with this gig, thinking up fun promotions, or positively interacting with your community, I cover the basics — and even some of the not-so-basics.
Part III: Building a Productive Online Community
Successful communities work and grow together. Part III touches on the ways your community helps you — and vice versa. You find out how to use your community for feedback and also how to create promotions that will drive sales and help create a word-of-mouth marketing campaign.
Part IV: Growing Your Community
The most successful communities have a steady influx of members, but they don’t mosey in on your own. They find your community through searches, promotions, and recommendations from your existing members. Part IV covers all the things you need to know to bring in and welcome new members.
Part V: Assessing the Health of Your Community
Your community is up and running. So how are things going? In this part, I tell you how you can see how your community is faring, using both subjective indicators and cold, hard numbers.
Part VI: Taking Your Community Offline
You may think as a community manager that all your work is done on a desktop computer or laptop. You’d be wrong. In fact, offline work is just as important. In this part, you find out everything you need to know about attending conferences, holding classes, hosting meetups and tweetups, and more.
Part VII: The Part of Tens
No For Dummies book is complete without the famous Part of Tens. These staples include quick but vital lists of things you need to know and do to be a successful community manager.
Icons Used in This Book
As you use Online Community Management For Dummies, you’ll probably notice little pictures in the margins. These icons are there to catch your eye and lead you to important information. Here’s a breakdown of the different icons and what you can expect from them:
This icon marks the places where I share an idea or practical advice for managing your online community.
Whenever you see this icon, know that the information is something you’ll want to keep in mind.
This icon warns you of some negative things to look out for.
You don’t have to read text marked with this icon. It gives you more information that you don’t have to know to complete the task at hand.
Where to Go from Here
You can read this book in any order you like. My recommendation is to browse the Table of Contents or index and look for the chapters, sections, and topics that resonate most with the role you play as online community manager for your brand.
If you already understand the role and responsibilities of an online community manager is, skip the overview in Chapter 1. If want to find out how to understand your online traffic patterns, head on over to Part V.
It’s my hope you’ll refer to this book when you have questions regarding your job as a community manager and some of the issues you’ll encounter.
Occasionally, we have updates to our technology books. If this book does have technical updates, they will be posted at dummies.com/go/online communitymanagementfdupdates.
Please note that some special symbols used in this eBook may not display properly on all eReader devices. If you have trouble determining any symbol, please call Wiley Product Technical Support at 800-762-2974. Outside of the United States, please call 317-572-3993. You can also contact Wiley Product Technical Support at www.wiley.com/techsupport.
Part I
The Basics of Online Community Management
In this part . . .
In this part, I take you on a tour of online communities. You discover exactly what they are and why they’re important. I also take a look at the role of an online community manager and your relationship with both your community members and your brand.
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
