Building social networking communities for brands
Building social networking communities for brands
Six years ago, Douglas Atkin wrote a book, "The Culting of Brands: turn your customers into true believers". In recent article in Forbes, he says that since then, brand communities and the technologies that are enabling them have mushroomed, and so it is time for a review. He investigates how brand communities are being built - what strategies are being used and how companies are using social platforms such as Facebook and Twitter.
He argues that engaging directly with consumers is the new normal: the ubiquity of social-networking tools has created an expectation of accessibility not just from friends and colleagues, but from companies too. But the real reason to go beyond conventional broadcast media, and even beyond constant engagement to the Holy Grail of community, is to create commitment in an environment that predisposes people to capriciousness.
"Being a fan or follower is not the same as being a member of a community," he writes. "Membership delivers a whole higher degree of commitment. It also demands a whole other level of engagement from participants and, consequently, a deeper appreciation by the community leader of their responsibilities."
To help understand the responsibilities of a community leader or enabler, he lists the key "ingredients" of a real cult - or community:
- Does it satisfy a real need? Do its members learn more, have more fun, get more done or get support?
-Does is have a clearly articulated purpose?
- Is it clear about who belongs and who doesn't?
- Is there interaction between members?
- Are there enduring relationships formed between members that go beyond the original reason for connecting?
- Do they contribute, do they participate, do they work together to achieve the common purpose? Being an audience is not a community.
- Do they feel responsibility for each other and the community at large?
- Are there roles, responsibilities and jobs performed by the membership?
- Is it self-policing?
- Do people censure or eject unruly or unreasonable members?
- Are there guidelines, rules, or norms of behavior?
Atkin then offers five detailed strategies for building a community (listed below) along with some great examples of brands that have done so.
Community Strategy No. 1: Enable people who are passionate about your product to form community.
Community Strategy No. 2: Enable a community of shared skills.
Community Strategy No. 3: Enable a community of shared needs (example: car parts supplier, Autoexpink)
Community Strategy No. 4: Sponsor existing communities of shared needs, passions or causes
Community Strategy No. 5: Champion a movement for social change.
Monday, 01 March 2010 06:57