Daniel Lang water is a little bit, "Mr. Community Manager "in person. Back in 1997 (at the tender age of 17) he called his first community Akt.de to life. In addition, he makes the Community Association Management Association deserves as vice chairman. The organization of the month in Frankfurt held Community Manager-Stammtisch he took over.
On his blog
community Management.de , Facebook on Twitter and he writes regularly on topics dealing with communities and community management. In addition, he has for some years as an independent consultant active and offers its customers assistance around the design, installation and support of communities. Periodically, he also gives seminars on community management.
Matthias Bastian Daniel, thank you for this interview. My standard repertoire of questions I save my input on this Point since most of them do you have answered at length in your weblog. My first question to you is therefore: you Differenzierst different types of communities? If so, what?
Daniel Lang water I have to thank!
Regarding the question: A clear typology I use personally. During a seminar on the future academy, we have tried to distinguish the various communities on the degree of commitment of members to the platform and the opportunities for interaction / participation (Enhancement). The concept is mature but not yet. Otherwise I take the view from the perspective of community management, that is, if I agiere centralized or decentralized, and a distinction based on the technology and of course the platforms themselves
Matthias Bastian Where do you see the advantages and disadvantages of a central community platform compared to a decentralized platform?
Daniel Lang water With a central solution, ie its own platform, the investment in the technology later. For that I am relatively freely in the possible functions and can define the rules for the community to their own taste. In a distributed solution (for example, a Facebook page) I can save the investment in the technology and have the advantage that the members do not register separately and thus maintain another profile need. In return, I bind myself but to a particular provider and can only act with the community in the frame, as it allows the operator of the distributed platform. What is the appropriate solution can be decided only on an individual basis.
Matthias Bastian Do you think that distributed platforms, especially because of Facebook, central communities could eventually run the place (or have already done)?
Daniel Lang water Both forms will continue to have your permission. Even if just Facebook is gaining in importance as a comprehensive community network, there will always be issues that are not within the large Platforms can be mapped. Whether it is eg for technical reasons (lack of features) or for legal reasons. With the latest developments of Facebook is also clear that even the major networks can serve as a hub / link for "special interest" deals, and probably will.
Matthias Bastian Facebook, Twitter, forums - any platform inevitably brings its own rules of communication with them?
Daniel Lang water Basically yes. Alone is limited by the available space (character, functions), the topic of discussion, the relevant persons and binding to the platform (eng vs. Locker).
To remain with the aforementioned examples:
In Facebook I see defined groups, like my friends, communication is often more private character and I know the people most personally, my commitment to the Group is also close.
On Twitter, however I am writing to potentially the whole world, but at least my followers. Here I'm usually a mixture of private content and business topics. The communication is direct and sometimes a little reminiscent of Broadcasting. The bond within the Twitter "community" is usually rather loose.
forums are quite flexible in every respect - they can produce both close and loose bonds (and have many anonymous reader), provide space for short texts, but are mostly used for long questions and discussions. Thematically, there are all priorities in terms of both the private and business sectors. However, it has in a forum usually a "technical issue" which is defined and shaped according to the communication.
Matthias Bastian In this context - what you think of the concept of community hubs, such as that described by Dirk Songür in his blog ?
Daniel Lang water Dirks comments on this topic I follow with tension and bring the concept even closer to its first customer. Here I see a lot of development potential for the next few years. The Internet offers are not always become successful (Yahoo, Google, Facebook), if they have managed to prepare the flood of information useful and accessible. It is at this point we are just in the communities, the idea of hubs is exactly the right time. To fit all the interfaces and functions, it will still take some time.
Matthias Bastian You have a lot of experience in community management, also in the operational area - what do you think of how much control should be practiced on a community? How to keep the best balance between censorship problematic and possible loss of control?
Daniel Lang water My recommendation is always to establish a clear framework of what the community is allowed and encouraged. Are there any violations of the rules can be invoked as a community manager then specifically to this policy. So very not only the suspicion of censorship comes up and the members know clearly where they stand.
Matthias Bastian In many communities, especially in discussion forums are the anonymous user on the road - do you think that this anonymity also affects the behavior of users?
Daniel Long Water: I think the problem is less anonymity, but rather the aspect that is the opposite not in the eye must see - especially in heated debates. Face to Face would turn out one way or another you certainly less clear.
Matthias Bastian In this context: How important is it that within a community, the users are ways to "socialize" to strengthen the cohesion? For example, in an off topic area.
Daniel Lang water needs There is no separate section in my view, this also works very well in technical subjects. One has only to longer discussions follow in a forum and is easy to see how the "socialization" is integrated into the discussion. The Off topic area is more likely to bring some more structure in a panel discussion and to create a storage space for non-technical issues.
Matthias Bastian Do you think that communities can exercise a kind of transparency, pressure on companies?
Daniel Lang water Yes. Especially if I run as a separate company or community have been active in social media, I signaled to the customer my openness to dialogue. This creates near. This is close to it but to endure it. This also means that I am closer to the customer also approach to the company and let such as faults.
Matthias Bastian Is it possible to be active as an official company representative in a community and still regarded by the community as a valuable member to be?
Daniel Lang water clear yes. It is indeed frowned upon, but usually receives the chance to act as a human being. Openness and honesty should be the top priority here, but in order to instil in general to acquire first.
Matthias Bastian How you act when you realize that the discussion proceeds unhappy or out of control - how can you keep the damage as small as possible?
Daniel Lang water What is a negative history? It is in the operational community management is not about winning or the members to prove it. If there is legitimate criticism, you should be open to a problem or an error made. If the discussion beyond the factual level (insults, etc.) out, should be converted as quickly as possible from the public space in a 1 to 1 situation (eg e-mail). There you can try to get the member back to a rational level.
Matthias Bastian This probably means that as a community manager and the dialogue with disaffected Customers should look for or in the case of an inferior product?
Daniel Lang water straight line with the dissatisfied customers should seek dialogue. For two reasons: first
One must realize why the customer is dissatisfied - the only way I can give him support. 2. As a company, I must demonstrate my clients that I take seriously - and address their problems and recognize them. In
inferior products can, if you have the backing of companies to talk openly about the problem and offer possible solutions to the problem.
Matthias Bastian How do I best deal with criticism from the community?
Daniel Lang water I see criticism as something negative, but always as an opportunity to learn from it. As long as the proceeds objectively, one can deal in a forthright manner and determine the motives of the user. Sensitivity is of course required - strong word-members need an extra dose of attention, but could develop into strong advocates, if one takes their problem.
Matthias Bastian And what do I do with trolls?
Daniel Long Water: A strongly criticizing Santander user is far from being a troll. Trolls contribute anything meaningful to talk, disrupt the community service and are thus ruled out after the first violation.
Matthias Bastian The other rule-breakers right after I send?
Daniel Lang water No, not directly, as one proceeds on the best stages.
Step 1: Notice that was against the rules to comply with the request.
Step 2: For further infringement - notice and final warning that threatens to block in repeated misconduct.
Step 3: Depending on the seriousness of the offense and the rules of the community either temporary suspension or cancellation of the account.
Matthias Bastian Daniel, you probably already quite by the way, the term "Web 2.0" to know. Do you want to fit a kind of cultural communities is present in 2.0? If so, which is distinguished from them?
Daniel Lang water I do not think there is a culture 2.0. In communities in my view be lived no real new values, but extended the off-line life in the online world. With all the positive and negative aspects. The often cited example of openness, for example, reveal private details, I do not see a cultural change. I see a change in principle but in the openness of communication.
Matthias Bastian more openness in communication can also be more Mean risk. Keywords: Party Pictures.
Daniel Lang water The willingness to disclose private details supposedly increases do not necessarily - but the circle of those I accept in my "private life", is growing. make images for each party is open to the public, media literacy, in my view no culture 2.0, but simply lack.
Matthias Bastian Do you use a user typology such as the Bartle model?
Daniel Long Water: Within of advised communities there is no official typology and related communications regulations. The presenters bring relevant experience notice to, and very quickly how to deal with a member. Regimens may be useful for very large communities with little experience or moderators background, but they also always the risk that you think too much in drawers and does not for the individual. Especially since almost no Member shall only conduct a user type, for example, can also depend very much on the form on the day or the occasion.
Matthias Bastian What are the key success factors in building a new community?
Daniel Lang water The benefits for future members must be clear from the start. I will only be able to establish a successful community, if a) there is a need and I b) may offer potential members a real added value compared to their current situation. Example, dog owners: There have always exchange between dog owners, whether to go for a walk or organized in associations. Dog communities access to precisely these aspects and facilitate the members to communicate - Photos are exchanged, there are tips on nutrition and organized meetings. The added value is crucial!
Matthias Bastian The added value of the user that is in the community - and what keeps them there?
Daniel Lang water also added value. Care must be taken to maintain that the added value remains. Sounds trite as it is, but ultimately it is just that. The added value is something very individual that can be valued, it can also be monetary aspects. Disappearance of added value disappears, and the member.
Matthias Bastian community management plays a major role in direct customer communication over the Internet. In your blog you prophezeist this profession a good future. Do you think the community managers have held in the future a more important role than, for example, good contacts with journalists? These get their information so to some extent already in communities.
Daniel Lang water also the Community Manager of lives ultimately his contacts. At the strategic level of service industries, or to other community managers within the company. At the operational level to the members and moderators. I do not believe that community management will replace traditional PR, is more likely there will be a supplement. There will also be in five or ten years for a company to be important to have good contacts with the writer's guild to have - be it traditional journalists or bloggers. But it adds a new level, the fact that communication directly with the customer without going through the mass media.
Matthias Bastian Finally, a question that appeals to your experience - had you ever even correct Difficulties, good management to operate in a community?
Daniel Lang water It becomes difficult whenever the conditions for community management are not appropriate. With a previous employer, the structures were not set up to communicate directly with customers. It started with the concerns of the Legal Department (keyword Forums liability) and has meant that the community team could not officially on the forums to view the content does not "own" to do. Also, the council had its reservations in relation to working hours: community management can not just take place from Monday to Friday 8 bis 18 clock but the clock must be the community to adapt.
Matthias Bastian Daniel, thank you for your time - and a lot of interesting answers!
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