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SXSW Interactive 2013

Community Management: Beyond the News Feed

As companies shift traffic away from websites and over to social pages (notice the icons at the conclusion of most tv spots), there's become a need to maximize the space offered on social media. Brands are asking developers to turn their Facebook pages into fully-functioning websites, letting users shop within the social network.

The majority of branding opportunities happen directly in news feeds (facebook, twitter and otherwise), and that's a place where companies are limited to the tools provided: videos, photos and status updates. How can brands take full advantage of this space?

This panel, featuring in-house community managers and agency representatives, will examine resources that allow brands, bands, teams, and organizations with social influence to expand the status update, and create a deeper interactive experience with fans and followers. How content is deployed directly affects relationships within their social communities -- who’s managing them matters, too.

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  1. Without the assistance of social plugins and third-party sites, what are the most-effective ways community managers can utilize existing facebook and twitter updates?
  2. The way brand pages interact with fans and followers is dramatically different than how pages with parasocial relationships act (bands, celebrities, etc.) towards their online followings. Is there a way brands can act more like bands without damaging their branding or alienating their fans?
  3. Based on the panel’s experience, is there such a thing as too much good content? And, if so, what’s a better way to package it?
  4. There are plenty of extensions and applications for facebook, slightly less so for twitter. Which ones do the best job of delivering content and simultaneously promoting the brand?
  5. From the company perspective, is it more advantageous to hire an in-house community manager, or defer that responsibility to an outside agency?



Spencer Rinkus, Account Manager, Social Media Manager, Bre.ad

Meta Information:

  • Event: Interactive
  • Format: Panel
  • Track: Content and Distribution
  • Track 2
  • Level: Intermediate
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