What types of activities are particularly useful when a company is taking its first steps in community work? How can a community be established and how much time is necessary to get it up and running?

Silke Schippmann: Unfortunately, there's no general answer to this question. First things first: What type of community is being planned? It makes a big difference whether you want to create a closed forum or a fan page. Who is the target audience? What should the value added be for the reader? How should we to present ourselves so that we're perceived the way we want? What is our mission? When these issues have been resolved, you can plan how to proceed.

If you want organic growth and can only do a little advertising, you of course have to plan more time. At the beginning, a lot of details have to be worked out: rules for dealing with each other have to be fixed, people have to be invited and motivated, posts have to be requested, and content has to be created. It requires a lot of patience and a lot of sensitivity.

It is important that all the channels to be used are well connected to each other -mention the community in your newsletter, link to it on the website, add links to it in your signature, reward people who successfully invite others to join, etc.

What are good ways to promote an existing community? Creativity? Charm? Humor? Playful elements?

Silke Schippmann: Very important is authenticity and transparency. Ideally, a well-trained staff member is given a lot of freedom of action and can respond to inquiries and complaints flexibly and promptly. Only if this person has firm standing in the company, will she or he be able to display humor - even in difficult situations. Experience shows that the things that work particularly well in many communities are short, easy-to-understand texts with a clear call to action.


These might include requests to undertake a particular activity, talking to members as personally as possible, a lot of pictures, and postings and articles that are interesting for the members.

Most members like a "human touch". And the members aren't always interested in what the site owner finds exciting. You have to keep any eye on how things develop and push whatever moves the members. Playful elements are the icing on the cake.

What's the right way to channel the attention of a community toward, for example, products or services?

Silke Schippmann: Definitely not with in-your-face advertising. Indirect references, entertaining storytelling captivates people and gets them to participate or to come back. Occasional contests or lotteries usually enliven the community. And the prizes don't always have to be expensive - again it's rather that playful moment.

But be careful: If we're talking about an advertising campaign on Facebook, you have to make sure to follow their guidelines for promotions!

What was your most successful campaign as a Community Manager?

Silke Schippmann: I can think of several different things. I personally had a lot of fun when assumptions of A/B testing could be proven very easily and resulted in clear recommendations. But also my participation in the growth of XING, the integration of other communities, and the internationalization of the XING platform are things I look back at with some pride.

How should companies that are at the beginning of their social media activities find their way through the forest of alternatives?

Silke Schippmann: I think it's important for every company to consider what it wants to achieve through its social media endeavors. Who actually speaks for the company, and where and how is it done? And what is actually required? You don't have to be everywhere, but all the channels that are used have to be well looked after. Not everyone needs to be on Facebook - sometimes it is also worthwhile to go into existing forums and to be active there. For example, the Hermes social media team was active in logistics forums rather than launching its own Facebook page.

For starters, it is advisable to get some fundamental consultation, and employee training and social media guidelines might also be necessary.

The other day I heard someone say, "Social media is a philosophy and not a department." With social media you open yourself to public dialogue. This requires that everyone in the company has the same opinion and that management stands behind the effort. Only then will this new kind of customer retention and acquisition activity, employee communication, or recruiting get off on the right foot. The task is definitely not something to be handed to a bunch of interns who are constantly coming-and-going.