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Optimizing the platform (the user experience) is part of the community manager's role which tends to get overlooked. Once it's developed, most people leave it. It should be an ongoing process. The goal is to increase the number of interactions which take place in the platform. This is a process which can be continually refined.
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Over the past few years, I’ve seen and felt first hand the skepticism of business leaders and traditional marketing folks around the financial return on investing in community initiatives. While it used to be that most of the evidence was anecdotal, today there are quite a few examples of community efforts moving the bottom line among the biggest and smallest of brands.
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We believe that healthy communities consist of networks of relationships and that content is simply a tool, a vehicle by which to deepen these relationships for community success. If you’ve been following Loyal for a while, you may have noticed that we’ve recently put a considerable amount of attention towards our content, and we’re seeing great results. Most importantly, we’ve seen increased engagement and interactions with members of our community — results tied directly to our goals and values as a company, as we put people at the center of our work.
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As community managers rise in the ranks, we're often tasked with strategic planning for our entire team. This is our opportunity to align the greater organization around community goals while demonstrating how community initiatives reinforce business goals. Where to start?
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