By Monica Paul, Marcomtec Group
I am not an expert in Human Resources, so I really don’t know how a Community Manager is rated from HR point of view and experience; but I have been working in marketing for the last 20 years; so I think I have some expertise, and from my very particular perspective, my Marketing work has the following goals: Build and maintain the brand and reputation, get leads for new sales, take care of the costumers.
I may use a mix of tools to achieve this, including the social media. And regarding my strategy, I would say that community marketing requires a mix of expertise in content development, costumer care, public relation; but also, a lot of common sense…
Social media are tools, not goals. Our objective is to give service to the clients, bring new clients, and take care of our brand; not to get thousands of followers. These many followers may not be the target market, and may even be wasting our precious time, time that should be invested in the real clients, leads and new strategies to achieve our real objectives.
Community management implies a huge responsibility. The new “community managers”, claim they are experts handling social media, the new technologies, and tools to measure the results. However, What about the content expertise? The costumer care expertise? What about the commons sense???
Heremy experience as a costumer: I have had a Dell XPS for almost five years, and I love it! Unfortunately,the mouse pad lately presented a malfunction, a normal, one considering the almost five years I have been using it every single day. I have always been a believer of the Dell Extended warranty, and I have been renewing it, I strongly recommend it.
Well, since I was in Mexico, I called Dell Latin America’s support regarding this malfunction, but unfortunately they were not producing this piece anymore, so according to the warranty, they would give me a new laptop equivalent to my beloved XPS; this tells about the traditional Dell costumer care, awesome, as usual.
However, there was a little mistake, and hence the executive was not replying by email, I decided to ask help to the guys in Twitter. @DellCares immediately replied confirming the case number and asking me to give some them some time to check on the issue, at that moment @DellLatAm didn’t reply. A couple of hours later, I was getting a reply in my email regarding a mistake from logistics and a new delivery date. Everything was clear. Two days later, I got a public message in Twitter from @DellLatAm: “@MonicPaul Lamentamos esto, es el procedimiento a seguir para el reemplazo o cambio de equipo. Mayor info contactar al agente encargado ^MA” Translating “@MonicPaul We are very sorry, this is the normal procedure when replacing or changing a device, for further information contact your executive ^MA”.
Wow! The perfect example of a non experienced community manager messing up with the brand, obviously this reply was sent just to fill a space in the report, but it was clear to me that these guys in @DellLatAm didn’t check anything about the case. They didn’t even ask the case number. Analyzing this reply, I assume that having logistics mistakes and delayed deliveries is part of the Dell’s replacing or changing devices policies. True or False? Only Dell knows!