Strategic Communication 101: Digital and Social Media Strategy - Community Management Engagement moderation escalation

What This Is

Community management is the strategic practice of engaging, moderating, and escalating interactions between an organization and its stakeholders across various digital platforms. Effective community management is crucial for maintaining a positive reputation, fostering strong relationships, and driving business results. For instance, Johnson & Johnson's swift and transparent response to the Tylenol tampering crisis in 1982 set the gold standard for crisis communication, demonstrating the importance of community management in crisis situations.

Key Theories & Models

• Image Repair Theory (Benoit): This theory provides a framework for organizations to repair their image after a crisis or negative event. It involves five strategies: denial, evasion, reducing offensiveness, corrective action, and mortification. The strategic implication is that organizations must choose the most appropriate strategy based on the severity and evidence of the crisis.
• PESO Model: The PESO model categorizes media into four types: Paid (advertising), Earned (media coverage), Shared (user-generated content), and Owned (company-controlled media). This model helps organizations plan integrated campaigns across all four categories, maximizing their reach and impact.
• Social Identity Theory: This theory explains how individuals derive a sense of belonging and identity from group membership. In community management, understanding social identity theory helps organizations create content and engage with stakeholders in a way that resonates with their target audience.
• Diffusion of Innovations Theory: This theory explains how new ideas and behaviors are adopted by individuals and groups. In community management, understanding diffusion of innovations theory helps organizations create content and campaigns that are more likely to be adopted and shared by their target audience.
• Social Exchange Theory: This theory explains how individuals and groups exchange resources and rewards in social interactions. In community management, understanding social exchange theory helps organizations create content and engage with stakeholders in a way that provides value and rewards their participation.
• Community of Practice Theory: This theory explains how individuals and groups learn and develop their skills and knowledge through social interactions. In community management, understanding community of practice theory helps organizations create content and engage with stakeholders in a way that fosters learning and development.
• Public Relations Situational Theory (PRST): This theory explains how public relations practitioners respond to different situations and crises. In community management, understanding PRST helps organizations anticipate and respond to potential crises and situations.

Step-by-Step Application

1. Conduct a stakeholder analysis: Identify the key stakeholders and their interests, needs, and expectations.
2. Develop a community management strategy: Based on the stakeholder analysis, create a strategy that outlines the goals, objectives, and tactics for engaging, moderating, and escalating interactions with stakeholders.
3. Create a content calendar: Plan and schedule content across various digital platforms to engage and educate stakeholders.
4. Monitor and measure performance: Track key performance indicators (KPIs) such as engagement rates, sentiment analysis, and campaign ROI to evaluate the effectiveness of the community management strategy.
5. Respond to crises and situations: Anticipate and respond to potential crises and situations using the Image Repair Theory and PRST.
6. Evaluate and adjust: Continuously evaluate the community management strategy and adjust it as needed to ensure it remains effective and aligned with the organization's goals.

Common Misconceptions

• Misconception: "PR is just spin."
• Correction: Public relations is a strategic practice that involves building and maintaining relationships with stakeholders through transparent and honest communication. For example, Dove's Real Beauty campaign is a prime example of a PR campaign that built trust and credibility with its target audience.
• Misconception: "A crisis will never happen to us."
• Correction: Crises can happen to any organization, and it's essential to be prepared and have a crisis communication plan in place. For example, Johnson & Johnson's Tylenol recall crisis in 1982 was a major crisis that could have been avoided with better quality control measures.
• Misconception: "Community management is just social media management."
• Correction: Community management involves engaging, moderating, and escalating interactions with stakeholders across various digital platforms, not just social media. For example, a company's website, blog, and email newsletters are all part of its community management strategy.

Exam / Accreditation Tips

• Case-study prompts: Be prepared to analyze a real-world scenario and develop a community management strategy that addresses the stakeholder needs and expectations.
• Tricky distinctions: Understand the differences between outputs, outcomes, and outtakes, as well as CSR and shared value.
• Strategic thinking: Demonstrate how the community management strategy aligns with the organization's goals and objectives.

Quick Practice Scenario

Scenario: Your company's CEO is caught on video making an offensive remark. Outline the first three steps your crisis communication team should take.

Answer: 1. Conduct a stakeholder analysis to identify the key stakeholders and their interests, needs, and expectations. 2. Develop a crisis communication plan using the Image Repair Theory to address the situation. 3. Respond to the crisis in a transparent and honest manner, acknowledging the mistake and apologizing for any harm caused.

Rationale: This response is grounded in the Image Repair Theory, which provides a framework for organizations to repair their image after a crisis or negative event.

Last-Minute Cram Sheet

• Image Repair Theory: Denial, evasion, reducing offensiveness, corrective action, and mortification.
• PESO Model: Paid, Earned, Shared, and Owned media categories.
• Social Identity Theory: Individuals derive a sense of belonging and identity from group membership.
• Diffusion of Innovations Theory: New ideas and behaviors are adopted by individuals and groups.
• Social Exchange Theory: Individuals and groups exchange resources and rewards in social interactions.
• Community of Practice Theory: Individuals and groups learn and develop their skills and knowledge through social interactions.
• Public Relations Situational Theory (PRST): Public relations practitioners respond to different situations and crises.
• APR Code of Ethics: The Accreditation in Public Relations (APR) code of ethics provides a framework for public relations practitioners to operate with integrity and professionalism.
• PRSA Code of Ethics: The Public Relations Society of America (PRSA) code of ethics provides a framework for public relations practitioners to operate with integrity and professionalism.
• FTC Guidelines: The Federal Trade Commission (FTC) guidelines provide regulations for advertising and marketing practices.
• "Two-way symmetrical" is not just "listening" – it's mutual adjustment, not just research to improve persuasion."