How To Manage Online Communities

When you work for an agency like Jumpwire Media, it can be overwhelming to manage up to 10 client communities across multiple platforms. Our motto is “Facebook First,” but we also manage Instagram, Twitter, LinkedIn, Snapchat, Pinterest, and YouTube communities with equal care. You name it, we manage it.

If you do it right, community management can be the best part of your job. A whole world of networking opportunities awaits you on your business page(s).

People and other businesses can directly interact with your business through;

  • Comments
  • Visitor posts
  • Messages
  • Reviews

Every aspect of the online experience requires daily (and sometimes hourly) attention.

At Jumpwire, we have a trained team of witty, enthusiastic community managers trained to handle everything from comments to negative reviews. We set the tone of a page and interact with followers appropriately.

When it comes to managing online communities, we have tested, tried, and tested again. Jumpwire is constantly improving its methods based on new data.

As for standard best-practices, here’s a look at what we’ve acquired over the years:




On any given day, we manage up to 10 clients (per person)! Some of these clients are on 3 platforms. That’s 30 vastly different communities we’re managing daily.

How do we do it?

We prioritize. Larger clients take longer to manage. Facebook requires more attention than Twitter and Instagram combined. If you run a small business that is only on Facebook, focus on every single detail. Comments, comments on comments, visitor posts, messages, shares, reviews, check-ins. Negative reviews are more urgent than people tagging their friends in the comments. Questions about the brand are more urgent than shares. Make sure you know what to focus on first.





It’s true what they say: The data speaks for itself. Almost every social network has insightful data that any page owner has access to. Facebook’s Publishing Tools is a quick and easy way to see which posts are engaging and reaching a large audience. The Insights section shows you when your audience is online and engaging with your content. There are plenty of third-party sites that can also monitor what your competitors are doing. Part of your everyday community management should be dedicated to monitoring the data and adjusting your content accordingly.




How do you adjust your content according to the data? Strategically, of course! Analytics and third-party sites can help you create a strategy around your social media communities.

Do you find your fans are engaging more often late in the day? Post at night!

Are your fans arguing with each other around a certain piece of content? Continue the conversation by sharing an opposing view.

Another easy way to quickly and efficiently manage your community is to create default replies for direct messages – “Thanks for your support,” “Thanks for watching,” “Sorry to hear that.” Personalize each message with the person’s name. Add emojis. Creating a strategy will ultimately help you prioritize which parts of your community need more attention.




Your fans are people too. Interact with them! Like as many comments as possible. Comment back. Reply to visitor posts and messages. Monitor reviews. Your audience will appreciate the effort to make their experience unique.

As well, don’t be afraid of the negative comments. Use them as an opportunity to learn. Your fans are there to have a conversation with you and with other like-minded individuals. Show them you care by taking the time to reply.

Most of these tips apply to Facebook, but they’re easily transferable to other platforms. Take the time to hear what your community is saying. Open up the conversation. A good brand engages with their fans and their communities across all platforms. Your audience knows more than you might think. They’ll pay attention if you return the favor.



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