Why a company should employ a community moderator

Your product cannot exist in a vacuum and every company wants to elevate their brand.

Brands are developed by teams of people working together, and sharing information about product, in turn these teams turn into a community of evangelists for the product. 

Social media is a good way of communicating your message allowing it to be an way of building your company.  It in essence is a new set of internet tools. that enable shared community experiences on line, that allow us to create and share content about subjects that we care about.

Thus enabling groups of people, with common interests to connect, with one another. To work and play, learn new skill.  It is a form of community organization at a local or global level.

Having basic computer skills gives us the capabilities that huge corporation previously had.

This is the way the companies reach out to their customers and hear what the customers needs are.  They make social connections and see how their corporation can facilitate and share these connections both for the betterment of the company and the end user.  The other advantage is the marketing platform, it has afforded us, at a relatively low cost.

Part of my job would be to motivate the team and foster a sense of community within the company.  Create events and happenings on line and off.  Know who else to invite to give input "outside experts" with whom I am in contact with, to share their knowledge and insights with the community.

I love what Aaron Strout says "Social marketing injects humanity into the delivery and reception of business communication by emphasizing relationships and meaningful experiences with people rather than simple transactions with the public"

A community moderator has their hand on the pulse.  They will be a person that is comfortable with people both on line and off.  One with social standing and a large following of people. Someone that has a handle on how things revolve and occur on line.  Someone that can start and tend meaningful conversation in a group of people.  Talk with people not at them.

One has to be consistent in the outreach to the team and community. 

Communication is done via the company website, blogs of the leaders and use of the micro blogging platforms. One has a global community within ones reach, to build relationships with, to encourage to join with you and share your product.  In order to invite others to do so too because of the benefits it affords one.

You want to take your customers through a funnel.  Customer awareness-->brand awareness-->brand consideration-->Marketing-->Purchasing-->Joining-->Consumer loyalty and evangelism.

http://leftthebox.com/marketing/social-media-the-next-step-in-marketing/

The web is not only about informing people about your brand. It has evolved into something far more powerful, interactive and connected. It is not a one way street any more it is a highway, and a busy one at that!  It is where all the people that understand where things are going take part in the conversation, know the players and look forward learning new skills every day.

"The new "brand advocates," as Forrester suggests renaming the role, will be seemingly more powerful and consumer-centric, much nimbler, and more real-time-oriented than the brand manager of today -- and they will be a lot more opportunistic in creating media partnerships, and a lot less loyal to their agencies.'

http://bit.ly/QH4lf

"Moving in-house
The report also finds that "brand advocates" should shift emphasis from long-term external "partnerships" with agencies to rapidly shifting alliances with media and other content creators, and it says companies need to bring in-house some of the planning, research and creative functions they've outsourced in the past

It takes skill that is learned through practical experience.  Many corporations are embracing social media and others are ignoring it and hoping that it will disappear!

By embracing this media a company can become a market leader in their field.  It can cut the cost of Ad spending, the economic downturn sends CEO out looking for alternative cutting-edge ways to reach their markets at lower costs.

Many CEO use the social media for social purposes and yet not many only 43% have taken to use it forbusiness purposes.  Only 18% say they use it to communicate with their customers!  Holy smoke...to me it means that these tools for them are not on the radar!  One in five using social media in their business.

The company website is a tool that is beneficial yet it is not the most effective way to reach out to ones teams.  An active blog is far more effective and having a person laise between the company and consumer is the most effective strategy today.  Companies need to be listening, monitoring and making waves of their own.  

Word of mouth is influential and we the community moderators are path finder's.  The community moderator takes the initiative, forging bonds between the company and their team members (sharing and giving credit to those that perform well) and potential alliances that they can make with the customer and other social initiatives  they may take to make their brand known.

Social media is a long term strategy taking time to show quantifiable results.   A company uses it to share their company values.  The impact will grow and strengthen with time.  The return on revenue is indirect yet when it happens it is has great impact.  Social media is about building presence and on line reputation, trust and making relationships...it is more than marketing.

It takes training...it is not normal that the teams will work this out on their own and they need to be orchestrated.

Remember one size does not fit all and one needs to create a culture/and listen to others in the group.  

Network marketing is a natural fit for this type of community as it is one that has leaders/mentors  that pass on their skills to others.  These are people that do hold themselves accountable to themselves, their down line and the company that they represent.

They are people that are able to learn new skills, are excited by new opportunities and like to be out there meeting new people.

These are the perfect people for social media.