Done in: 2018.2019 / Customer: Shell Retail / Task: Community management / Using: Sprinklr
One of the daily activities as a Community manager was handling all incoming issues on running social media campaigns, estimating where the priorities lie and either reply, flag and/or escalate.
In other words, I was moderating all channels for Shell Retail Netherlands. To be exact: Facebook, Twitter and (dark posts via) Instagram – through a Customer Experience Management (CXM) platform called Sprinklr.
Social media moderation refers to user generated content and community management. To moderate involves listening, escalating and responding to content on company owned and controlled social sites, such as a community forum, news site, live event, or a brand’s Facebook page
If you are curious about the origin of the roles and responsibilities of a contemporary community manager, I invite you to read my blog:
Whilst being responsible for the correct handling of all communications and optimizing responses, I was also asked regularly to translate or write captions. That’s where copywriting comes into play.
To run all communications appropriately, with the right tone-of-voice, I made frequent use of a variety of tools. Response sheets for instance. A response sheet is an overview of all incoming and outgoing communications, flagged issues and how-to-handle quick escalations. Using these sheets is an ‘ongoing process’, and very useful when reporting back to the client.
Next to this, I needed to stay ahead of the game by knowing what was going on in the marketplace and/or upcoming campaigns – luckily Shell crafted content calendars for this.
Summarizing, with multiple campaigns running simultaneously, I was going back and forth between the Global community manager, Head of digital marketing retail, Customer Service and Campaign manager(s). It was my duty to keep the quality of our responses high. So before going out with any kind of posting, I’d do one last check on the post, which I would then publish via Sprinklr or natively. See screen grabs underneath.