Eva Maria Goldman has been almost ten years (senior) community manager of the career platform Monster.de . In a relatively young profession as much work experience is rare.
Monster.de The community offers its users beyond just job search also clear added value - in the Advisor-category members can find tips such as your own application optimized. The utility of the many tips and articles is determined through a rating system by the community. In addition, two forums Monster.de variants. In the Expert Forums members get their questions by experienced career coaches answered while the user can help each other in the Do . On Twitter Monster.de is represented with multiple accounts for different target groups - Eva Maria Goldman also writes regularly under his own name Tweets. Also an extensive Facebook presence has established Monster.de.
Mrs. Goldman, I am pleased that you have agreed to this interview. Thank you! Let us rise directly ...
Matthias Bastian What is a Community Manager and what tasks?
Eva Maria Goldmann A Community Manager is responsible for construction, expansion and maintenance of the community. He makes the life of the community, determines the target direction and converts the target direction that is desired by the company.
Matthias Bastian What qualifications should he have?
Eva Goldman. Social skills of every stripe, Communicative it should be, technical know-how have For example, he does not need HTML to the highest perfection, but can at least have hands-on basic skills, so it is with other important tool and the entire technical understanding.
Matthias Bastian What is the position of a CM in a company? Is it a completely separate area of responsibility or to expect it more to the marketing or PR?
Eva Maria Goldmann community management is a completely separate area of responsibility. It may be true that the community management either marketing or PR or often the product is assigned to departments, community management should work but it alone and independently. As a pure marketing or public relations platform to work a community will not. Especially if it is a product community. Here must inform the users, some criticism is allowed in the products. On the contrary, constructive criticism and negative evaluations should be desired, and serve as valuable input for optimization and further development.
Matthias Bastian What are the goals of community management? How do you measure whether these objectives have been achieved?
Eva Maria Goldmann: The objectives are user loyalty and user satisfaction (usually very difficult to measure), scale and most complete accounts. Measurement criteria: quantity and quality of contributions, visits, page views, search engine ranking.
Matthias Bastian Are there basic rules for good community management always apply, regardless of target group and the used channel?
Eva Maria Goldmann These are the rules of normal human communication. This applies to both their own and which the user can communicate. You must ensure that not even the tone of discussions on critical and hard to slip. This is extremely important. In the event that they do not moderate themselves, but as super-user for it, but they must nevertheless make sure that they all moderated according to the same rules.
Matthias Bastian: What are In your view, the differences between a social media and community manager?
Eva Maria Goldmann Generally I think that it's not a big difference. I am personally familiar with both and see a great similarity. When Social Media Manager, it is very important for SM-channels which it is responsible. Whichever it may be here that the work of more project-based or event / campaign-based runs and therefore periods of high activity but also at times with little activity there. If on an SM channel does not happened for a while, this does not necessarily jump User, can only be won any new fans or followers. In a community manager can also schedule events and projects happen, but he still has his constantly running everyday tasks. Communities must continue to be active and alive, they must not fall asleep or the tone slide.
Matthias Bastian What are the main differences between the management of central (eg, your own discussion forum) and remote communities (eg Twitter, Facebook)?
Eva Maria Goldmann The main difference in my view is that we have in the remote communities have no influence on technology and very limited ability in of self-presentation. To make something special, often requires applications that usually neither the community manager nor the company for which he works, can write. And if vendors such as Facebook to change their technology or software is faulty, you have no control and live with it.
Matthias Bastian Do Social Media Monitoring / Community Monitoring? If so, how?
Eva Maria Goldmann are essentially measured in the number of community members, contributions, page impressions and visits. With our social media channels, the number of fans or followers, or Retweets shared news and the number of comments and "likes me" (Facebook) statements for monitoring important.
Matthias Bastian How much control should be practiced on a community? How to keep the best balance between censorship problematic and possible loss of control?
Eva Maria Goldmann Here are the rules of normal human communication. For example, criticism is allowed, but not below the belt. One should give the users in any case the freedom to undertake external links, or to mention competitors. Links to external sites that are not serious, for example, no imprint or legally problematic Contents have to be deleted. Advertising is generally problematic, even if it is from the users usually recognized as such. At monster.de netiquette says that advertising is prohibited and will be deleted. And just as we treat this just as it was made messages that have themselves legally relevant content. Editing and deleting of messages are important in such cases and other users must be tolerated, often even requested. If you have super-user, this can be also ask that they call to order unruly users, as moderator you have the opportunity of course. Most of the time anyway to make the lead-user by itself. Long story short: A definition of netiquette before establishing an Community is essential. And from time to time checked the netiquette and adjusted if necessary.
Matthias Bastian How important is it that you are within a community, the users opportunities to "socialize", such as an off-topic area?
Eva Maria Goldmann Depends. The example of the monster community, I can say that we have offered a number of years an off topic area to keep the other forums Off Topic issues free. After we have determined that we had little need for this off-topic area have closed. You should make it depends on how much off topic is discussed.
Matthias Bastian you are represented by Monster.de in Facebook and on Twitter. On your own website you operate Forums: What do you see as the communicative "peculiarities" of these platforms?
Eva Maria Goldmann forums are much more direct in communicating the user with each other social media platforms. Moreover, many social media users make use of the platforms rather passive. You read or follow, a fan, but are not active. The Monster community depends on the participation of the candidates. I have the impression that, therefore, also the willingness to help is greater. On social media platforms to share the user while Personal lot with, but there is often no real interaction or response from other users, because each level as "generally speaks to the crowd.
The interaction in the Monster forum with us, with the career professionals and each other are binding, specific answers / advice given to personal questions and even though they are usually anonymous. Both platforms are very important for us, but above all, the forums by external community services are not replaceable.
Matthias Bastian Is it possible to participate as official company representatives to a community (eg in debates), but it won the trust of to acquire other community members? How important it is in this context that the CM is socially established and above all as a human being is within reach?
Eva Maria Goldmann This is possible and even very important. The confidence and the reputation of the CM are subject to the normal rules of human interaction, but if the community members have no confidence in the moderators and / or the community manager, there is a large construction site.
Matthias Bastian: Save If you think that a discussion takes a negative course for you - what can you do to keep the damage as small as possible or the situation to bring back under control?
Eva Maria Goldmann The CM should always remain in his role. If he deletes, edits or discussions closes, he must communicate clear and transparent. Then the bear with the user. In real crises, it may be time that the CM may exclude must be a troll or very clearly by the hand must. Even with clear communication that is understood by other users.
Matthias Bastian If you are looking for a community manager also dialogue with unhappy customers, or in the case of an inferior product? Why and how?
Eva Maria Goldmann Absolutely. Only then can the company develop its products and services and give those affected the feeling of true-to and taken seriously and supported solution, and signal readiness.
Matthias Bastian: What are the most important aspects in building a new community?
Eva Maria Goldmann First of the target. What does the company with the community.
Then the value to the user: Why should anyone have interest to participate.
then the strategy: How do I market the community, how do I make it known and how do I fill it with life. The technique is also important, taking on an interesting topic, which touches the target really is not as important as generally assumed.
Matthias Bastian How do you motivate a user to join a community and come back?
Eva Maria Goldmann The user must have a personal and individual value. In our case, our users receive specific and comprehensive assistance and support in the subject application, development, job and career life. These are issues that concern all of us because the job plays a big role in life. The users have with us according to their situation of direct and individual assistance, they are motivated and able to exchange at any time on these important topics with others. Since we regularly take up other topics, is for everyone's always something new and useful here. One of the first financially successful communities was a golf community. There was discussion about courses, golf clubs, improving mobile caps, etc. I'm not a golfer, but for the users was a real added value for them individually. Without that, it does not work.
Matthias Bastian What is your best example of a situation in which it was very difficult to conduct a full community management?
Eva Maria Goldmann If extreme trolls while their mischief if possible with content that are legally relevant. If Troll contributions from the "good" contributions are barely visible. We had once a jobpilot Community, the predecessor of the monsters community. When something like the role of technology will be extremely important to, because you can make changes if necessary the software to respond. This one gets pretty much in its own forums at hand, as in external communities - such as Facebook.
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