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01.04.2021
Interview with Yulia Pozova - Black Caviar Games Community Manager
Social networks are almost the only place where developers can connect with gamers without any restrictions. That's why the profession of a community manager is getting more and more popular. In today's interview Julia Pozova, our Community Manager talks a little about herself and a lot about the intricacies of her profession.
BCG
Tell us about yourself. How did you get into the gaming industry?
YULIA
My name is Yulia, and I'm 37 years old. I've been working as a community manager at Black Caviar Games for about a year now. When my husband got a job in the game industry, I got interested in this field too. I became curious about how things work in the game industry.
BCG
And what do you say about it now?
YULIA
It turns out that games are great. And some great people are working in the game industry - smart, friendly, and incredibly creative.
BCG
Why did you decide to try your hand at community management? What have you worked as before?
YULIA
I have ten years of experience in communications. Tech support, crisis management, and call centers have taught me to negotiate and find common ground with all kinds of people. I also adore social networks and actively use them. Therefore, when I was offered a position in community management, I immediately agreed. All I can say is, I don't regret my decision.
BCG
What do you like most about this profession?
YULIA
I love working with content. I try to bring in as much interesting content as I can. In particular, I love coming up with topics for posts and subjects for the videos we shoot.
BCG
What should a good community manager be able to do?
YULIA
It depends on CM how a brand looks in the eyes of the audience. That's why excellent communication skills are most important. Among them:

  • The ability to make and keep acquaintances;
  • The ability to remain calm even in the harshest of situations and not to give in to provocations;
  • Tenacity and stress-resistance to find common ground with any, even the most aggressive or unpleasant, users;
  • Empathy and an understanding of human psychology;
  • Sense of humor. It's crucial!

The community manager should also use the company's products or services and understand its qualities and characteristics. Without this, it's hard to understand the specifics of the brand and its audience. You have to be constantly online to come to the aid at any moment. It's particularly relevant in the gaming industry: people can play at any time!

Some employers pay attention to whether or not CM has its social media audience and how big it is. However, there's a double-edged sword here. A famous but inexperienced person may start doing PR, not for the brand but for himself.
BCG
What is the difference between a good community manager and a great one?
YULIA
A good CM does all of the above. A great one collects feedback, clarifies details, and passes it all on to the brand team. In general - takes care not only of the reputation but also of the clients.
BCG
How does your working day go? What are the duties of a community manager?
YULIA
Community managers build a community around a brand or a specific product. They build long-term relationships with customers, listen to their ideas, and then pass them along to their team. A true professional must understand their audience and know what drives them.

In other words, the CM is the bridge between users and the company. Together with the support team, we monitor the mood of the community, work with both negative and positive feedback, and, of course, analyze feedback in the stores to make a list of suggestions for improving the game and pass them to the development department.

Our community management team performs completely different tasks. Some come up with the next masterpiece TikTok videos, some work on interviews or shoot office tours: in general, there is enough to do.

My responsibilities are to increase the activity in the community. I work on the content plan, respond to comments and private messages in our corporate accounts and messengers.
BCG
Do you get a lot of interesting comments?
YULIA
This one tops my chart so far:
BCG
What are the most frequently asked questions about?
YULIA
Most of the comments and personal messages are about how many fans would love to work as a tester for us. Everyone writes, even little kids. Well, and trolls, of course: no way without them! There have been a lot more trolls in the last year. The crisis, the pandemic, and self-isolation have spawned a wave of frustrated people, who try to cope with stress in this desperate way.
BCG
How do you deal with trolls or toxic people?
YULIA
When dealing with these kinds of people, I have a couple of lifehacks.

First, not everyone who seems like a troll is actually a troll. The person may be upset in reality. He's drawing attention to himself, hoping for a quick fix. If that's the case, it's worth paying attention to and sorting out the problem.

Second, I understand that in real life the troll suffers from attention deficit and lack of recognition. The more violent the response, the better for him! Anger, resentment, and other negative emotions are troll food. Ignoring them is their greatest misfortune.

If I understand that the person in front of me is a troll, I will respond to his message. But only once. In this situation, I'm not responding to the troll himself, but rather to other people who will see the response. If I remain silent, it might seem to someone that we are ignoring disgruntled users, which would be bad for the reputation and image of the brand.

The most important thing in this situation is to ignore attempts to drag yourself into a meaningless dialogue. Those who troll for fun will surely lose interest and leave to feed elsewhere. If that doesn't work either, you have to pull out the banhammer. I really don't like doing this, but the rules should still be followed.
BCG
Do you think you can change the community through your own efforts?
YULIA
We need to change it! Attention, love, and patience are the key to healthy relationships. Run contests, create polls, tell your subscribers about yourself and your work. Make small compensations for technical failures. Any mood can be changed!