4. Use available information to detect threats

The community manager is at the heart of social conversations: he or she is in charge of animating conversations around the brand or company, and answering questions from Internet users. He or she therefore has access to a vast amount of information, which it is essential to exploit to enable the company to make the best strategic decisions.

To do this, the community manager will need to set up a process for collecting and categorizing information. This can be done very simply, using an Excel spreadsheet to quickly classify all comments addressed to the company. In this way, each company can create its own categorization according to its needs.