A 9-Point PR Plan for Transforming Community Management

Why cultivate an online community?

Today, a wide range of organizations and companies benefit from their own online communities.

  • Online communities strengthen relationships with: customers, clients, and stakeholders.
  • Such communities offer a uniquely valuable space for: communication, collaboration, and brand advocacy.

What is community management (CM)?

Community management involves the overseeing and nurturing of interactions within an online community, which might exist across one or several platforms, such as X (formerly Twitter), Facebook, LinkedIn, Discord, Slack, Medium, Telegram, and many others.

Community management encompasses:

  • relationship-building,
  • content creation,
  • problem-solving,
  • and bridging communication gaps between internal and external stakeholders.

All of these roles are core responsibilities undertaken by public relations companies for their clients.

Community managers develop, maintain, and facilitate two-way communication channels within a community, fostering engagement and trust.

Why use a PR company for community management?

  • Similar Skill Set

Community management shares a multitude of similarities with PR, as already mentioned above.

  • Alignment with established PR approaches

Community management slots neatly into the PESO model (paid, earned, shared and owned media strategy framework). The community is a combination of owned and shared media: the organization sets up and owns the community, but when flourishing it becomes a shared platform, potentially also generating earned media opportunities.

  • Data-Driven Insights

Analyzing community analytics yields valuable insights, shaping strategies, and improving engagement, complementing PR's focus on measurable outcomes.

  • Showcasing Talents

The need for creativity and versatility in producing diverse media types aligns with the performative and promotional aspect of social media. PR pros are skilled in producing compelling stories and impactful content that attract and engage audiences.

The VComms 9-point plan to transform community management

1. Prior Audit of Community Management

The initial step involves a meticulous audit of existing CM strategies, scrutinizing community engagement and sentiment. This approach gauges the current state of interaction and lays the foundation for strategic improvements, aligning CM strategies with evolving trends and brand.

2. Development of Content Plan and Key Topics

This plan serves as a strategic roadmap aligned with the company's overarching objectives. It involves identifying key topics that resonate with the community and reflect the brand's values. The goal is to stimulate meaningful discussions, creating a dynamic and engaging environment.

3. Development of UGC-Mechanics for Audience Engagement

Strategies are devised to encourage community participation through the creation of User-Generated Content (UGC). By implementing gamification elements, contests and challenges, interactivity can be stimulated. Such mechanics play an important role in cultivating a sense of ownership among community members, fostering a collaborative environment.

4. Community FAQ Development

This involves crafting comprehensive Frequently Asked Questions (FAQs) that address common queries, offering a centralized resource for community members. FAQs must be regularly updated based on community feedback and evolving industry trends. This proactive approach reflects an attractive commitment to transparency and responsiveness.

5. Community Design Guidelines Creation

This involves the defining of acceptable behaviors, language, and visual elements within the community, ensuring alignment once more with the brand's values. Well-defined guidelines serve as the framework for a thriving and harmonious online environment, vital for modern companies navigating the complexities of community engagement.

6. Development of Visual Concept and Tone of Voice

This involves crafting a visually appealing concept that aligns across all communication channels. Simultaneously, a distinct tone of voice is defined, finely tuned to resonate with the target audience. The harmonious integration of visual and textual elements is carefully executed to reflect the company's values and mission, creating a cohesive narrative that leaves a lasting impression on the community.

7. Database and Analytics

This involves the implementation of a robust database management system tailored for community members. Leveraging analytics tools becomes instrumental in tracking community engagement, sentiment analysis, and monitoring growth trends. By utilizing these insights, actionable strategies are derived to continuously optimize CM strategies, fostering a dynamic and responsive environment.

8. Influencers Marketing

This strategy involves identifying and partnering with influencers within the community, tapping into their audience credibility. These influencers serve as brand ambassadors, amplifying messaging and increasing the community's reach. The key lies in cultivating authentic relationships with influencers, fostering mutual trust and understanding. Sustained collaboration with influencers bolsters the brand's presence and enhances community engagement through advocacy by trusted figures.

9. SMM Support

By integrating social channels, a seamless online presence is established, fostering a unified brand identity. Implementing targeted social media marketing (SMM) campaigns becomes instrumental in attracting and retaining community members, leveraging strategic content distribution and engagement tactics. This approach amplifies community outreach and ensures a dynamic and interactive online environment, optimizing the impact of social media on community engagement and growth.

Free CM consultation with VComms

A skilled PR agency can adeptly navigate all the intricacies of community management, addressing challenges unique to modern companies and organizations.

Reach out for a free consultation to learn more about VComms’ community management offerings.