I’ve done it. It’s gone. Cold turkey. After years of asserting we need to measure what matters in social business – as opposed to just tracking outcomes we can count easily — I decided to take down the social sharing counter on my blog. You can still share our blog items on social media tools – please do! –but we won’t be quantifying every act of sharing anymore.
Ironically, as more so-called experts raise their voices, the value of sharing real expertise has only grown–but now the challenge becomes creating the right context for that sharing. To be a credible thought partner, brands need to know who their real tribes are and learn what they care about. Create a clean, well-lighted place–or, better yet, join one that already exists. Give up a little control. Worry a little less about yourself. Stop being so damn smart and start being a little more human. In an era when everybody seems to be yelling, a little quiet confidence can go a long way.
A customer shares an insight within your company’s online community. He somehow found the time in between meetings, phone calls and lunch to share a suggestion, idea or complaint in a discussion thread. “It would be great if the XYZ product would … ,” he writes. What does your company do with that customer input? This is the $1,000,000 dollar question — literally.
Your B2B firm trumpets its engaged, active customers. These customers, the sweet center of any successful business, generate a significant…
In part one, I discussed how content in an online community has to answer the “So What?” question for members….
Striking the right balance of content and conversation is an elusive but necessary combination for success. When developing the content…
Social snacks are digital tidbits of information, ideas and personal presence which offer a quick taste of an online community’s…
I often get asked about whether content is more important than conversation in an online community. It really depends on the stage of the online community or the member. Content is important because it attracts new users to visit the community and inspires them to join. They see a piece of content they would like to have, they see topics that are of particular interest to them, or they spot a discussion that makes them feel like they have found a peer group. It also helps to put some killer content on the outside of the community password protected areas so users and search engines can find the community and understand what it is about.
Before your marketing department skips off to push information about a webinar or a new product or service out the virtual door, it’s worth taking a moment to ask: Is this information adding value in the social sphere? Would anyone care about this tweet, post or blog? Is it simply self-serving? Does it demonstrate integrity and shepherd a new idea or point-of-view? Does it demonstrate trust and a deep awareness of the audience and business needs it tries to support?
And, simply put, would anyone want to say “thank you” for this information?