5. Use available information to seize opportunities

For the community manager, it's essential to monitor what people are saying about your company (e-reputation), but you can't stop there. In fact, every company operates in an environment made up of various entities, including competitors. Whether or not they have chosen to be present on social media, there are Internet users talking about them, their products or their managers. This information is also very important for the community manager, who must integrate it into his monitoring processes.

In the same way as information about one's own entity –, if properly categorized –, information about competitors can be a valuable source of information and competitive advantage.

For example: if many customers complain about the delivery times of a direct competitor's products, it might be appropriate to launch a communication campaign highlighting...