One piece of advice that every social media manager should follow is "the customer is always right." We've all heard this infamous saying before, but how many of us apply it on a daily basis? More importantly, how many of us apply it at all?
Keep public relations and customer service separateSome of us are better at PR than we are at customer service -- others are the opposite. One department covers up the problems, while another department fixes them. Social media crosses boundaries; learn when to call another team in.
One issue may require one department, another may require input from more than one department. Help your team understand what you want by putting together a plan of attack and assigning departments to issues. Managing communities is a team effort.
There's no "I" in teamIf you need more than one social media manager, then assign a few, but don't assign too many. A small team can work to your advantage, leveraging many skills, as long as your team is on the same page. A larger team, however, can be tough to manage and control, resulting in errors.
Putting together a social media policy for your team can minimize potential mistakes, unifying everyone under one set of procedures. When one team member is absent, another member should be able to take the lead, without needing the other. A missing link in the chain should not affect daily operations.