Author Archive

The Community Management Spectrum: eBook

Reece Jacobsen Posted by on the 25th of August 2015 | Comments

When approaching the topic of what community management is, I was very cautious not to make it another “community management is not customer service” piece. It is. Social media Community Management IS customer service – the disclaimer is that there are other functions that accompany this. Customer service and community moderation play an integral part […]

Read more

The anti-vanity metrics you should be measuring

Reece Jacobsen Posted by on the 6th of May 2015 | Comments

Social measurement is fundamentally flawed. These are the metrics you should be measuring. We’ve all known for a while that vanity metric measurement is flawed – this argument isn’t new. If we know it’s flawed, why aren’t we fixing it? The answer lies in the shift from social media to social business. If social is […]

Read more

Blurred lines: Community Management and Customer Service

Reece Jacobsen Posted by on the 2nd of March 2015 | Comments

The blurred lines between community management and customer service are driven by people’s assumption that community managers need to respond, or “get to”, everything posted on their brands’ social channels. They don’t, but they do need to build an environment that ensures that queries or comments get responded to.

Read more

Don’t be kak. Be lekker

Reece Jacobsen Posted by on the 8th of September 2014 | Comments

A new manager’s open letter to his 30 year old self about being a better manager. If you’re reading this, it means you’re still alive. It means your work has tried, but failed, to be the end of you. I think now would be a good time to celebrate this small victory. The purpose of […]

Read more

The story behind the Brand Convection Model

Reece Jacobsen Posted by on the 7th of November 2013 | Comments

That awkward moment when you ask your boss what your job actually is.

That’s actually how it all started, a conversation between Craig Rodney and myself about what my job entails, after nearly four years as a Community Manager. When he asked what I meant, I simply stated, “Is my job to make the community care about the brand, or to make the brand care about the community?”

It was a tough question; we hadn’t considered that it could be both.

Tags: , , , , , , , , , , , , , , , , , , , , , ,

Read more

Confessions of a Content and Community Manager – 3 tips to help you steal content.

Reece Jacobsen Posted by on the 30th of January 2013 | Comments

There is a difference between being influenced by content and stealing content. T.S. Eliot summed this up when he wrote, “The good poet welds his theft into a whole of feeling which is unique, utterly different from that from which it was torn.”

As a content manager, I relish the creative process behind developing unique ideas for content. I don’t steal content, but this does not mean I am not influenced by other content that I see. Here are three quick tips to help you steal content and keep your dignity.

1) Forget Originality
Once you realise that nothing is original, you alleviate the pressure of having to come up with something completely new.

Tags: , , , , , ,

Read more

Confessions of a Content and Community Manager – More than words

Reece Jacobsen Posted by on the 28th of January 2013 | Comments

“Why do Content and Community Managers have their own appreciation day? All they ever do is write status updates and tweets and respond to queries.”

Well, you see, that’s where you are wrong already. Community managers need a repertoire of skills beyond an impressive vocabulary. Let’s take a quick look at the clubs a Community Manager needs to have in the bag, if they are going to successfully finish level par or better.


Tags: , , , , , ,

Read more

Confessions of a Content & Community Manager: The truth about Facebook Reach

Reece Jacobsen Posted by on the 9th of November 2012 | Comments

In an attempt to show solidarity to the nation’s youth currently toiling away with exams and studying sessions, I have decided to join them. The question I posed to myself is this:

True or false: Facebook is limiting my brand page’s reach in order to force my client into spending on advertising (Discuss for 50 marks)

False. People are correct in saying they’ve seen a decrease in the number of unique views on (most) of their content, I too have experienced this first-hand. Not so long ago I was one of the people on the frontlines with my big “Zuck you, Facebook” sign and pitchfork, until I realised that they might not be the bad guys after all.

Tags: , , , ,

Read more

Confessions of a Content and Community Manager: Method in the madness.

Reece Jacobsen Posted by on the 28th of August 2012 | Comments

So there I was, chatting to a high school buddy and catching up on the past 6 years when he turned and said, “So you just update a status, send a tweet and get paid! Hook me up with a job.”

His sarcasm wasn’t appreciated. If it weren’t for him putting on 20 odd kilograms and living with his mother, I would probably have felt the need to defend myself. Instead, I let the heathen have his small victory while I quietly contemplated all it is that I do.

Here’s a day in the life of a content manager:

Tags: , ,

Read more

Confessions of a Content and Community Manager: Whose side are we on?

Reece Jacobsen Posted by on the 30th of July 2012 | Comments

Lately I’ve been involved in some pretty intense arguments about what exactly social media can offer. My generic response regarding the benefits of two-way engagement and making the effort to meet your customers on an open playing field is becoming less and less effective. So what now?

The problem is that we’re no longer the new kid on the block. People are becoming more social-savvy and as a result we’ve got to step up our game. As social business matures, our outlook has to change as well. We should forget about the ePeen-measuring contest of who has more fans, the wider reach, or even greater engagement. I think it’s time we shift our focus to how effective social channels are at driving change within businesses as a result of the online community’s conversation.

Tags: , ,

Read more

Confessions of a Content and Community Manager: The Content Recipe

Reece Jacobsen Posted by on the 17th of July 2012 | Comments

Welcome, Chef. I’m guessing the reason you are here, reading this piece is because you’re hungry for some cool, creative content.

Before we start, I’d like you to wash your hands… Yup, that’s right, wash your hands clean of all the generic brand bollocks. Get right in there, scrub under your fingernails and make sure you get all the ‘sales’ out from under there. That’s better.

– Strategy
– Personality
– 3 to 5 hypothetical customers
– Content streams (with sources)
– Rich media
– Calls to action
– Time relevant content


Tags: , , ,

Read more

Crowd-sourced justice

Reece Jacobsen Posted by on the 10th of May 2012 | Comments

Social networks have been making the news lately, unfortunately though, it has been for all the wrong reasons. Both in my job and personal life, I am a massive advocate of social platforms such as Facebook and Twitter, although after the news in recent weeks, I’ve been finding it increasingly difficult to justify this support.

Two stories stand out for me. The first being the news of the so-called ‘Facebook rapist’ who lured two young models into his trap using the popular social network, and the second being @JessicaLeandra and @Tshiditee’s ridiculous antics on Twitter, sending South Africa into a nationwide racism row.

Tags: ,

Read more