A good community manager of a Facebook business page is well versed in the mechanics of managing a Facebook page, knows how to use a calendar to plan posts and maintains a predictable schedule of providing content. Managing a Facebook presence for a business means understanding the importance of creating posts that generate comments, likes and shares and using the right voice when writing a post.
Yet, even the most knowledgeable person can oversee a Facebook community that is lifeless and stagnant if all of this becomes mechanical. Sometimes I look at different Facebook pages and wonder what makes one community engage so much more than another. True, there are a myriad of factors but there’s something intangible that comes into play when a community literally buzzing with activity.
As you read through the posts of a thriving Facebook community, you can hear the person behind the words. You see the natural flow of conversation in the comments between the brand and community and among the members of the community. You see little sparks of inspiration in the language of the posts and the originality of the questions.
You feel that the person behind the post really cares. She’s into it. She loves the community.
When that feeling is there, the rule book fades into the background and a natural flow of conversation and activity take over that comes from the heart. No one needs to ask how many times a day to post or whether or not to use a photo or which image to use or how to phrase a question or whether to respond to a comment.
Facebook success has nothing to do with a list of “10 things you can do to get more people to Like your page” or any other how-to list you’ll find in a blog post about Facebook success. Facebook is a very simple tool. The artistry is in the person using it and how that person feels about the community. No matter what your company’s objectives are, your success is going to depend on how devoted and caring your community manager is the people in your community.