We often hear the same question asked of us whenever we talk with customers. Why do I need a community when I already have this great audience on social media?
We hear you. You’ve worked hard to build up your social media audience, but now somebody is asking you to abandon that work and make a community instead. But, that’s not exactly what we’re asking of you. Your community should be a complement to your social media efforts, not a competitor.
Going Beyond The Limits of Social Media
Social media is great, but it definitely has its limitations. The social networks were not designed to create the optimal experience for brand marketers.
Social media is great for accessing the greatest possible amount of potential users or customers, but their design limits how much value you can bring back to your business through these networks. Unfortunately, marketers experience many challenges with social media including declining organic reach or engagement, limited data and analytics, and inability to monetize.
Overall, marketers are not able to build a relationship with their customers on social media.
Connecting Social Media and Community
We’ve established why your community should be a complement to your social media. Now, you might be wondering how you should go about executing this great plan. First, you should connect your community to your social media is through Memeni’s social publishing tool.
With Memeni’s social publisher, you can publish your content out to your social media pages. Then, when users engage with those posts they are automatically redirected back to your community page. Now you have created a funnel from social media into your community. As you bring more people into your community, you will start to create more value for your business.
The Value of Community
There are many reasons why you should create your own brand community. For starters, these are some of the benefits:
- Control communications with your audience
- Increase social engagement
- Own critical user data and insights
- Create new revenue opportunities
- Increase time spent on your website
- Build a relationship with your audience
- Cultivate brand advocates
As your community continues to grow, the impact to your business compounds. More members leads to more content and value which leads to more customers.
It is important to remember that a community is not a one-sided relationship. You must provide value back to your audience if you want them to engage with your brand.
No, your community is not a replacement for your social media. Both should serve as key tactics in your marketing strategy. Social media gives you an opportunity to cast a wide net and attract as many potential customers as possible. Yet, you are not able to build a relationship with this audience. A community gives you the ability to build the customer relationships your business needs.