Facebook, Instagram, YouTube, Snapchat, TikTok, LinkedIn and Twitter… Are these social networks still Chinese for you? Wondering why call on community management in 2022? Don’t panic, I’ll explain everything to you. Discover without delay 5 good reasons to recruit a community manager in 2022 for your company.
1. Generate notoriety thanks to the strong audiences of social networks
What is community management? This is the animation of social networks on behalf of a brand or an organization, via a community manager and/or a social media manager.
Social media audience
According to Digi mind, 72% of Internet users worldwide in 2020 used social media at least once a day. At the same time in France, 55% of Internet users have used social media at least once a day.
Among French Internet users in 2020:
61% logged in at least once to Facebook in the last 30 days,
Against 34% for Instagram,
44% for YouTube,
24% for Twitter,
20% for LinkedIn.
Brands and organizations can therefore rely on these social networks to build their notoriety, that is to say, to make themselves known to their targets.
Time spent per day on social media
Let’s continue with a riddle. What was the time spent per day by French people on these famous social networks in 2020?
Well, the numbers speak for themselves. With successive confinements in France, the time spent by French people on social networks and messaging exploded in 2020 according to Digi mind.
Using AI technology, original content may be written. Because it can identify trends in data and use them to generate new articles or stories, it is useful for hire ebook writers as well. This programmed can be used for a variety of additional tasks, including the creation of documents and resumes.
In 2020, the French population spent on average each day:
2 h 25 on the internet, i.e., a gain of 19 minutes and a growth of 15% compared to 2019,
45 minutes on social networks and messaging.
Calling on community management in 2022 in France is therefore all the more relevant for working on notoriety and brand image.
2. Optimize the SEO of your website to attract more qualified visits
Don’t be afraid, SEO doesn’t bite! It is an English acronym which means search engine optimization, or optimization with a search engine. With a 92% market share in France in 2021 according to the Lepidolite media, Google seduces French communication professionals.
Market share of search engines in France
The SEO of a website corresponds to its natural or organic referencing with Google and other search engines. When the behemoth Google references websites, it takes into account, among other things, the number of likes, comments and shares of content obtained in social media. And that’s really good news for you.
Working on social networks optimizes your ROI
Clearly, the more your content is liked, commented on and shared on social networks, the more your website will be noticed by Google and therefore will go up on the Search Engine Result Page (Google’s results page). Also, using community management will increase your conversion rate. It is a winning strategy in the long term to increase your turnover and therefore your ROI (return on investment). Your keyboards!
3. Use community management in 2022: drive the traffic of your web content
A gain of quality traffic on your content
Logically, sharing your content on social networks will also allow you to directly gain traffic on your blog articles, for example. You will be able to check this by using the Google Analytics tool, which gives, among other things, the exact source of traffic to your website and the destination URL. This software will also allow you to study the engagement of your community on social networks by observing the loyalty and the time spent by these visitors from social media. This will allow you to adjust your social communication strategy very precisely.
Recruit a community manager and/or a social manager?
Wondering what the difference is between a community manager and a social manager? The community manager manages the company’s community by creating conversational content, responding to messages and managing day-to-day broadcasts. For his part, the social media manager implements the social strategy and the publication communication calendar. Depending on the structure of the communicating company, the community manager can assume both roles.
4. Recruit a community manager to create a loyal and engaged community
From top-down communication to bottom-up approach
“Bang! Let’s go, let’s go, on the way to the adventure! » If you were born in the 80s, you probably remember this TV advertisement watched during your childhood, between two sketches of the Club Dorothée show! Before social networks, brands like Banga mainly communicated from top to bottom without interaction (top-down approach) in TV, press, radio, cinema and display, without ever involving the consumer. This top-down communication approach is now over.
With the arrival of social networks, a bottom-up approach (from bottom to top) is possible! It is not uncommon, for example, for brands to work on their image by offering their followers the opportunity to co-create a new product or a new advertisement.
Create an engaged community
Especially on the social networks Facebook and Instagram, using community management in 2022 means above all creating a community and generating conversations. This involves, for example, regularly animating a Facebook page, via structured posts that are effective in the short term, according to a strategic editorial line. However, community management is not just about sending content. It’s really about entering into conversation with your fans: users or not of your products.
How do you know if your community is engaged? Follow month by month your results in terms of number of comments, shares and likes, and put them in relation to the number of views of your content. You will get the engagement rate of your community.
The advent of DNVBs on digital
Standing out from the crowd in web marketing, do you know of the existence of DNVB, the “digitally native vertical brand “? These are the vertical brands born in the digital world. This acronym was coined in 2015 in the United States by Andy Dunn, the co-founder of the Bonobo clothing brand. It is most often young brands born on the Internet such as the French fashion brands Le Slip François and Suzanne, which have initiated their social communication strategy without having a physical point of sale.
Most often aimed at young people, these brands are increasingly appealing to consumers and investors alike. It is no coincidence that Unilever bought the DNVB Dollar Shave Club (an American manufacturer of razors) in July 2016 for a billion dollars!
5. Hit and convert the right target
Choose the right social networks to convert your target
On social networks, it is essential not to mix tea towels and napkins! It is easy and intuitive to understand that a brand or an organization does not communicate in the same way on Facebook as on LinkedIn.
Facebook has an aging community,
Instagram, YouTube, Snapchat and TikTok are entertainment social networks popular with young people looking for entertainment,
Conversely, LinkedIn is the first professional social network,
Twitter, on the other hand, is very popular with journalists and public figures, who enter into conversation on current topics.
In B to C (Business to Consumer) communication, a presence on social networks is now essential to achieve your ROI objectives. On the contrary, in B to B (Business to Business) communication, only the social networks LinkedIn and Twitter remain relevant.
Social networks popular with Generation Z
Your brand is aimed at Generation Z (15–24-year-old) and you still have doubts? Know that this population spends 3 times more time on social networks than the average French with 2 h 12 daily! Among the social networks popular with this target, Snapchat is doing well with an average of 54 minutes per day ahead of TikTok (24 minutes).
You haven’t tested the Chinese social network TikTok yet? You’d be surprised to learn that short dances to catchy music are big business there. It’s time to use what you’ve learned in your Zumba classes and put your moments of karaoke glory to good use! You will have understood: calling on community management in 2022 is an imperative, whatever your sector! Each social network offers its specificities and engages different populations. The opportunity of community management is all the more relevant as French consumption is growing rapidly. Don’t wait to recruit a community manager on our La redact du web platform!