Tweets and Bow Ties: Talking Community Management with Brooks Brothers
For our annual celebration of Community Manager Appreciation Day, we wanted to reach out to the community managers who keep some of our favorite brands active and present in social. Today on the blog, we're featuring Ashley Minervini of Brooks Brothers. We asked Ashley to discuss the ins-and-outs of the Brooks Brothers social experience, and give us a glimpse into the workings of their online community.
For those of you who may not know, tying a bow tie requires two things: Insouciance and aplomb (no judgments if you need a dictionary). It’s a task that one may find daunting, or even difficult. But when done with confidence and an easy-going flare, it’s a truly rewarding experience. And it’s with that same spirit in mind that I approach my position here at Brooks Brothers.
As the Community Manager for America’s oldest retailer, I am required to wear many hats. From the moment I wake up, after a few hits to the snooze button of course, I’m immediately on my phone checking to see what may have come in overnight. It is quite easy to become overwhelmed with the quantity and variety of content and questions. Whether it’s product related, a customer service inquiry, or simply who was wearing us last night on the red carpet, they all require thoughtful and careful responses.
A great deal of these could not be crafted without wonderful and supportive relationships with various other departments. We like to think of it as a social SWAT team of sorts. I have weekly meetings with Public Relations, Creative, Store Operations, and many more teams to ensure I’m aware of any and all things that are coming down the pike. One of our most extensive relationships lies with our customer service team. All of our customer service managers have Spredfast roles and we utilize them for customer service related issues that arise day and night. This helps us to ensure our patrons benefit from the exemplary service they’ve come to know from Brooks, but also experience it in expedited and timely manner that only social can offer.
And honestly, the best part of my job is interacting and listening to our customers. They are incredibly knowledgeable about our brand. So much so, that we often share their insights and suggestions with our partners here. And the enthused responses we receive from customers, even with something as simple as a favorite on Twitter, is how I personally measure my success.
To sum it all up, I think great community managers can maintain a cool and confident disposition throughout the day and have strong relationships both internally and externally to lean on. And having no problem pausing your Netflix repeatedly to check your phone for social activity on a weekend doesn’t hurt either.