Friday August 21 2015 10: 36
This new profession has invaded all companies and hotels, particularly sensitive in terms of e-reputation, sometimes choose to recruit rather than outsource this function.
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A cross-functional role
If you're adding a community manager to your team, anticipate that they'll need to dedicate some of their time to training to stay up-to-date on the tools and media they work with. Social media evolves so quickly that it requires constant monitoring to adapt your strategy regularly.
While professionals are gaining a better understanding of the community manager's role, it remains difficult to define precisely, as it differs from traditional positions in the hospitality industry. The community manager is responsible for producing online content daily, monitoring, analyzing, and planning digital strategies. They are often referred to as social media managers, and this is the function that demands the most of their time.
Recruiting a community manager isn't easy, as there's still relatively little experience with this profession, making it difficult to identify the right candidates. You can use one or more interviews to assess certain skills, such as writing posts tailored to your social media channels or evaluating responses to TripAdvisor reviews, for example.
Once the community manager has been recruited, the first step should be to develop a content strategy that is consistent with your establishment and its clientele.
| Vanessa Guerrier-Buisine |
| A community manager must |
| • Be autonomous and organized• Know your brand and your communities
• Follow an overall strategy (this is often under the responsibility of the marketing director) while contributing your own ideas • Knowing how to develop an editorial line and plan publications • Knowing how to manage a crisis situation • Knowing how to allocate a communication budget across different media • Master the concepts of analytics and establish key performance indicators (KPIs), including: – generate engagement on social media • Propose and adapt a content strategy based on these results • Possess strong writing skills • A thorough understanding of the rules of Twitter and Facebook, at a minimum • Leverage the social media platforms best suited to your establishment and where customers can be reached. There's no need to be present on every social media platform; your consultant should be able to identify the right networks and explain the reasons behind their selection. • Have contacts on key platforms |
With kind permission from the Journal de l'Hôtellerie