Online community managers should look for ambassadors to create stability, says Touch Creative MD

Brands managing online communities should not overlook the value of ambassadors who drive the rules of the community themselves, Touch Creative managing director Lewis Shields, said.

Speaking at today’s PRIA conference on a session about creating civil online communities, Shields said: “In keeping a community simple, one of the best tools we’ve got is actually our community of ambassadors and advocates who are willing to build that stability within the channel itself.

“Also, as a communicator and managing the pages, you’ve got responsibility yourself to keep an eye on the types of conversations taking place,” he added.