Social Media Community Building, with Diana Richardson

Diana Richardson was next on my podcast. Diana worked with SEMrush during the recording but has moved on to other positions. However, it was great to hear how Diana helped build a social media community for SEMrush.

I’ve long admired the community engagement efforts by SEMrush, so it was exciting to finally connect with Diana Richardson. Meeting her felt like meeting an old friend, given all our previous online interactions through platforms like Twitter. It’s always fascinating how these digital connections turn into genuine relationships, strengthening the community.

Diana’s role in SEMrush involves connecting with the digital marketing community, primarily through Twitter. Her work shows that building personal connections can significantly impact brand engagement. This strategy is critical in our industry, and it’s clear that personal interactions and community involvement are at the heart of SEMrush’s approach.

Key Takeaways

  • Personal connections are crucial in digital marketing.
  • Social media platforms are essential for community engagement.
  • Diana Richardson’s work highlights the power of online interactions.

Meet Our Guest

Diana Richardson is joining us today. I’ve admired her work in the industry for many years, and it’s great to finally meet face-to-face after following her work online. It’s interesting how we form perceptions of people online, thinking they’re based somewhere when they’re not. For example, I assumed Diana was in London, which wasn’t the case.

Diana has been with SEMrush since May 2020, managing Twitter community engagement. Although I’ve known many at SEMrush, I wasn’t aware of her role until recently. Diana’s background is diverse, with a mix of American, English, German, and Irish heritage.

Diana’s job involves creating and nurturing online communities, particularly on platforms like Twitter. Community building can drive significant traffic, especially in digital marketing, SEO, and Google Ads communities. SEMrush’s large pool of data and expertise contributes to these conversations, making the brand a key player.

My Role involves personal and corporate engagement, creating conversations, and interacting with other marketers. It’s not just about planning a Twitter chat; it’s about building and maintaining relationships. We use various methods, such as infographics and questions, to start discussions, aiming to connect with others personally.

The Dynamics of Online Interactions

Engaging with people online can feel both personal and distant at the same time. It’s quite fascinating how we form perceptions of people we’ve never met in person just by interacting with them on social media platforms. As I’ve experienced, seeing familiar names and faces on Twitter or other platforms and then transitioning to video calls adds a layer of familiarity. It keeps the community vibrant and solid.

Social media plays a critical role in building these connections. We can initiate conversations, share insights, and gather feedback through platforms like Twitter. For instance, at SEMrush, our Twitter chats engage a large audience of digital marketers. These interactions are valuable, driving engagement and fostering a sense of community.

Building this community isn’t confined to just one platform. We combine activities across multiple social media channels, like TikTok, Clubhouse, and Facebook, each serving different purposes but collectively contributing to community building. Each platform leverages different dynamics: TikTok for viral content, Clubhouse for live audio interactions, and Facebook for more structured group discussions.

Key Points:

  • Engagement and Community: Engaging with people online builds a strong community. Familiar names become personal connections over time.
  • Multiple Platforms: Utilising various social media platforms allows for diverse types of engagements and interactions.

personallyDirect engagement is crucial. It’s not just about posting from corporate accounts but having fundamental interactions from personal accounts. This approach helps make genuine connections, answer questions, and spark conversations. It requires effort, a dedicated team, and a genuine interest in connecting on a personal level.

Daily Interactions:

  • Personal Engagement: Engaging directly from personal accounts to build stronger, more trusted relationships.
  • Corporate Interactions: Maintaining a presence on corporate accounts to answer and ask questions, share knowledge, and start conversations.
  • Variety in Content: Sharing infographics, asking questions, and responding to comments serve as icebreakers for deeper interactions.

The effort invested in these interactions is rewarding. It enriches our understanding of the community’s needs and preferences while making our brand more approachable and human. It’s about creating a dynamic and interactive online presence that resonates well with our audience.

Misconceptions About People

People often make assumptions about others based on their names or online personas. For instance, I always thought Diana Richardson worked in London due to her name and the fact that she seemed very active on UK platforms. She was based in the US, though her connections to the UK and Europe were strong due to her heritage.

Diana shared how her name led to assumptions, as she was named after Princess Diana, a notable figure from the UK. This is just one example of how names and appearances can create false impressions. Many people may believe they know someone just from their online presence and interactions, but there’s often much more below the surface.

Common Misconceptions

  1. Location Based on Name
    • Assume someone’s location due to their name.
    • Mistakenly think a person lives in a particular city or country.
  2. Job Roles and Affiliations
    • I think a person associated with a known brand has a particular role.
    • Overlook long-term connections because they aren’t explicitly stated.
  3. Digital Persona vs. Reality
    • Believe that online personas fully reflect real-life behaviour.
    • Ignore the complexity and depth beyond social media posts.

Bridging the Gap

Building genuine connections in professional spaces, primarily through video calls and meetings, helps overcome these misconceptions. It was surprising but enlightening when I finally met Diana through our recording. We had known each other through various interactions online, but the face-to-face meeting solidified our connection.

Interacting on platforms like Twitter and LinkedIn fosters a community. Yet, personal engagement, such as video calls, creates a more accurate understanding of who people are.

Ultimately, spending time getting to know colleagues and online friends beyond their social media presence becomes crucial. It enriches professional relationships and clears up misconceptions.

Diana Richardson’s Work and Background

I’m thrilled to have Diana Richardson on today’s podcast. I’ve followed her for a while in the digital marketing industry, and it’s exciting to meet her face-to-face finally. It’s funny how you can feel like you know someone from their online presence and then finally get to connect in real life.

Diana has been with Semrush since May 2020. Her role focuses on community engagement, especially on Twitter. She has played a vital role in the success of Semrush’s Twitter chats and other social media interactions. Her background in digital marketing and commitment to building strong communities have been vital to her work.

Interestingly, because of her name and online presence, I always thought Diana was based in London. It’s fascinating to learn that she is actually in the United States. Her family has been in America for generations, with a mix of European heritage.

In her role at Semrush, Diana’s day-to-day tasks involve more than just organising Twitter chats. She stays integrated into the community, engaging both from her accounts and the corporate Semrush account. This involves asking and answering questions, sharing insights, and creating conversations. Her work isn’t just a marketing strategy – it’s about genuine interaction and building relationships.

Diana mentions that this kind of work comes naturally to her. She enjoys sparking conversations through Twitter chats, infographics, or direct interactions. Her passion for digital marketing and community building shines through in everything she does.

SEMrush and Community Building

Role at SEMrush

At SEMrush, my primary role revolves around community engagement. I handle the Twitter community and work on engagement strategies. This involves posting content and creating meaningful interactions with the audience. I collaborate with a team to manage these activities and ensure we are constantly in touch with the digital marketing community.

The Importance of Community in SEO

Building a community is crucial in the SEO world. Digital marketers, SEO experts, and Google Ads professionals are very vocal and love engaging with each other. This creates a lively space where brands like SEMrush can share insights and contribute to industry conversations. Positive engagement can drive significant traffic and build a loyal user base.

Strategies for Engagement

There are several strategies we use to keep the community engaged:

  • Twitter Chats: Hosting regular Twitter chats helps start valuable conversations.
  • Personal Interaction: Engaging with users from the SEMrush corporate account and our accounts.
  • Content Sharing: Posting infographics, questions, and industry insights to stimulate discussions.
  • Events and Parties: Organising events like the SEMrush parties and summer jams to foster in-person connections.

All of these strategies help strengthen our community and keep the conversation ongoing.

The Role of Social Media Platforms

Social media platforms play a vital part in connecting communities and driving engagement. In my role at SEMrush, I focus on community building and interaction, primarily on platforms like Twitter, Facebook, and LinkedIn. These platforms allow us to spark conversations and share our insights with a wide audience.

Each platform has its unique strengths. For example, Twitter is great for quick interactions and real-time updates. We use Twitter chats to connect with the digital marketing community, discuss trends, and exchange ideas. It’s a dynamic space where we can instantly engage with our followers.

Facebook, on the other hand, is ideal for building more sustained communities. We manage Facebook groups where members can ask questions, share experiences, and support each other. These groups create a sense of belonging and foster deeper connections among members.

LinkedIn is a professional network where we share in-depth content, industry reports, and company updates. It’s a place where our followers can learn from our experiences and gain valuable insights into digital marketing practices.

To keep these communities vibrant, it’s not just about posting content. It involves constant interaction and genuine engagement. We respond to questions, join discussions, and build relationships. Our team works hard to ensure every interaction adds value to our community members.

By leveraging social media, we amplify our brand’s voice and learn from our audience. These platforms provide direct feedback and highlight emerging trends. This two-way communication is essential in the fast-paced world of digital marketing.

Engaging with the Twitter Community

Behind the Twitter Conversations

When I manage Twitter engagements, it’s not just about sending tweets from the company’s account. It’s about building relationships with real people. I often use my account to interact with other marketers because it feels more genuine. This involves creating and responding to conversations, sharing knowledge, and answering questions. It’s about genuinely connecting with others, not just selling products or services.

Building a Community of Digital Marketers

Digital marketing thrives on community, and our Twitter chats are a perfect example of this. These chats are more than just scheduled tweets; they are opportunities for meaningful discussions. We talk about trends, share insights, and learn from each other. It’s essential to make these interactions feel personal. We use various methods, like infographics and questions, to spark conversations, follow up and keep the engagement going.

Value of Personal Connections

Meeting people online and then later face-to-face often strengthens the bond within a community. These relationships let us share insights and experiences that might not come through online interactions. For example, I used to see certain people on Twitter and other platforms but only really got to know them through personal conversations.

Creating personal connections helps build community, which is essential in our industry. When we meet at events, it feels like catching up with old friends. These interactions make our professional connections more profound and more meaningful.

In my role, connecting with others on a personal level is critical. I don’t just tweet from corporate accounts. I engage with others as an individual, building relationships that benefit both me and my company. These connections foster trust and collaboration, improving outcomes for everyone involved. The effort put into these personal connections is worthwhile because it makes our community more robust and resilient.

author avatar
craig@craigcampbellseo.co.uk

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