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Ten Commandment of the Community Manager

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Submitted By wolfangel
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LMCI –FA Facebook Community Management Focus

10 commandements du CM sur Facebook

1

1. Le fil d’actualité de tes fans, tu ne pollueras pas!
Poster trop de fois par jour sur son mur peut-être vécu comme du “spam” par l’utilisateur Facebook. Dans sa logique de protection de l’utilisateur, Facebook proscrit ce type de pratique à l’exception de certaines entreprises en lien avec le Media. La recommandationPosts MMV: Type d’entreprise positionnée Marques 100k Fans ou si CM Agences Média, Presse/TV ou Radio 2 à 3 par semaine 1 par jour 6 à 12 par jour Exceptions possibles si la société a des annonces légitimant une entorse (lancement produit, actualités liées à la marque, etc.) Un post par jour pour animer la communauté L’utilisateur doit pouvoir profiter d’un fil d’actualité assez riche pour rester informer

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2. Sur ton mur, tes posts tu personnaliseras
Cette pratique nommée le reposting est souvent conseillée par les agences et consiste à partager sur son mur, des actualités/articles provenant de sites extérieurs à facebook. Selon MMV, le reposting peut-être utilisé à certaines conditions: - L’information doit provenir d’un site d’info/presse officiel. Assurez-vous que l’info ne provient pas d’un site concurrent, site à parti-pris, contraire aux valeurs de votre marque ou d’un site peu fréquentable - Si vous ne transférer pas le contenu tel quel. Il vous faut personnaliser le message accompagnant l’article pour lui donner une nouvelle tournure.

Nous recommandons de l’utilisez le moins possible. Il ne faut pas que le reposting devienne l’unique contenu de votre page. Le mieux reste toujours de rédiger l’article soit même (condition d’avoir le temps) mais de ne pas oublier de citer vos sources.

3. Avec tes fans, tu ne te disputeras pas
Maintenir une bonne ambiance est le facteur clé de succès du community manager afin d’éviter l’attrition. Ce dernier est par conséquent, le garant du respect de la charte de bonne conduite sur la page. Par conséquent, le CM doit rester en toute circonstance « zen » et prendre les remarques avec « humour » ou y répondre fermement mais calmement.

4. Les commentaires négatifs, tu ne supprimeras pas
Il est fortement déconseillé de supprimer les commentaires négatifs sur une page. Le mur est un lieu d’échange entre les utilisateurs et la marque et les publications ne peuvent pas être que positives. Supprimer un post peut entrainer des réactions encore plus négatives de la part des autres utilisateurs qui ne comprendront pas pourquoi la marque ouvre son mur pour ensuite supprimer les avis des utilisateurs. La charte d’utilisateur d’une page prend alors tout son sens. C’est elle qui va définir les règles de bonnes conduites sur la page. Dans certains cas précis, le community manager pourra justifier la suppression d’un post jugé offensant ou contraire aux mœurs publics, sinon il sera tenu d’y répondre publiquement. Il est aussi important de définir des règles de savoir comment gérer les commentaires négatifs avant de créer sa page pour pouvoir y répondre rapidement et ne pas se laisser dépasser par la situation.

5. De façon trop rapprochée, tu ne publieras pas
Ceci est différent du premier commandement. L’erreur commune est de lancer les posts à deux minutes les uns des autres. Gain de temps? Oui, mais en baissant le taux d'engagement social de la page. Si vous publiez deux posts à la suite, ils n’apparaitront pas tous dans le fil d’actualité de l’utilisateur (cf exemple ci-dessous). MMV conseille donc d’espacer les posts dans la journée si vous voulez avoir un maximum d’impression.

6. Le contenu de tes posts, tu diversifieras
Il est conseillé de proposer des contenus à forte valeur ajouté pour favoriser l’adhésion, le partage ainsi que la discussion. Ces échanges renforceront la fidélité de vos fans et leur inscription dans une relation durable et de confiance. Les utilisateurs ne sont pas uniquement intéressés à trouver des liens en rapport avec votre entreprise. Même si votre but est de renvoyer du trafic vers vos sites institutionnels, il est important de varier le contenu. MMV conseille de réserver des contenus exclusifs et des interactions réservées aux utilisateurs Facebook. Nous conseillons également de varier les types contenus photos/vidéos, texte et articles ainsi que les thématiques abordées (humour, vie de tous les jours, info autour de la marque, etc.)

7. L’affichage sans description, tu proscriras de tes pratiques
Parfois, vous avez juste envie de poster un lien ou une photo ou une vidéo? Pas de problème mais n’oubliez pas de mettre une description accompagnant ce contenu. Ainsi l’utilisateur comprendra rapidement le but de votre contenu multimédia et pourra l’apprécier plus amplement

8. A tes fans, tu répondras
Facebook est un moyen de communication à double sens. Il est donc essentiel de répondre aux utilisateurs lorsqu’ils ouvrent la discussion avec vous, de même qu’il vous est nécessaire d’ouvrir des sujets de conversation avec eux. Bien entendu, vous ne pouvez pas répondre à tout le monde, mais vous pouvez mettre des « j’aime » sur les publications agréables et réagir aux sujets nécessitant une réponse. Il est également important d’engager des conversations sur votre mur. A chaque fois que vous postez un contenu sur votre mur, n’oubliez pas d’ouvrir à la discussion. Par exemple: « qu’en pensez-vous? » « vous aimez? » « et vous? »

9. A tes fans, rapidement tu répondras
Si Facebook a autant de succès auprès des utilisateurs c’est justement pour son instantanéité. Les personnes qui aiment votre page attendent donc que vous leur répondiez le plus rapidement possible. Lorsque vous contactez le service client, vous vous attendez à ce que la réponse soit rapide, pour facebook c’est pareil. MMV conseille d’avoir un taux de réponse de 6 heures dans la première phase. Les utilisateurs savent aussi que vous avez des horaires d’ouverture vu qu’il s’agit d’une utilisation professionnelle. Mais n’hésitez pas à préciser vos horaires d’ouverture, par exemple jours ouvrés de 9h à 18 heures dans votre charte.

10. Ta page, tu personnaliseras
N’oubliez pas de personnaliser votre page facebook avec le logo de profil de la page, la bannière de photos en haut du mur et par des contenus multimédia dans les onglets adaptés (photo, vidéo, articles, etc.) Si vous en avez la possibilité, ajoutez un onglet d’accueil à votre page et définissez-le comme landing tab (onglet d’affichage par défaut). Cet onglet augmente de 30% la conversion d’un visiteur unique en fan.

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