How to Manage Online Communities at a Global Scale
Social Pros Podcast
English - February 25, 2022 09:00 - 37 minutes - 51.8 MB - ★★★★★ - 149 ratingsMarketing Business Technology business entrepreneurship entrepreneur marketing leadership entrepreneurs finance creativity productivity branding Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
Erika Lovegreen, the SVP of Marketing & Communications at ICUC, is on Social Pros this week to talk about the intricacies of managing communities in an ever-changing landscape.
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Full Episode Details
Erika Lovegreen, the SVP of Marketing & Communications at ICUC, has made “people” her business — whether it’s blurring the lines between community management and customer service or adapting to new trends/platforms to meet customer needs.
Erika kicks off with a little ICUC backstory, starting from their humble beginnings moderating WWE conversations via text messages to partnering with Forbes list brands. She also explains what it takes to offer their services efficiently on a realistic and scalable level.
We hear how changes in the digital landscape, as well as global events, have not just changed how audiences react but community managers as well. Erika also highlights the importance of learning to embrace a bit of discomfort and pushing boundaries as the social scene changes more rapidly than it has in decades.
In This Episode:
03:19- Erika explains what ICUC does 05:28 - The line between community management and customer service 06:59 - How the ICUC relates with their agency partners 09:01 - Why prioritization is important when managing clients at scale 11:36 - Erika’s take on the evolution of customers’ attitude over time 13:47 - Why empathy is vital for both brands and the communities they serve 15:55 - Erika breaks down the scoreboard of a typical interaction between ICUC and their clients 18:06 - How passion and logistics play into assigning staff to subject areas 20:47 - The advantage of specialization and forming the right partnerships 23:39 - How the social media age has changed the skillsets needed at ICUC 26:32 - Steps brands should take to ensure they have the right engagement strategies for the future 31:49 - How Erika's background in healthcare feeds into her present role 34:12 - Erika’s advice to people looking to become social prosResources
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