In Marketing departments across the country, executives are attempting to solve a growing problem in our increasingly digital world. How do we create a real relationship with a customer base or audience that is mainly interacting with us online? If you’re like most brands, you are mainly engaging with your audience on social media channels like Facebook, Twitter, LinkedIn, Instagram, and Snapchat. That’s great! You should be taking advantage of the exposure that those channels can offer your brand. Many brands are finding, however, that those channels are not optimal for truly connecting with your audience.
You know you have a problem, but let’s focus on something more productive – solutions! How can you create a relationship with your audience? One strategy you should start to consider is creating an online community. You may be thinking, “Don’t we already have an online community with our social media pages?” That may seem to be the case, but in reality, there is a very key difference between the activity in a community compared to the activity on your brand’s social media pages.
Consumers don’t want brand relationships to be a part of their open social networks; instead they want company Websites to be more like their experiences with open social networks – https://www.slideshare.net/cywong_/incyte-group-whitepaper
The main difference between a community and your social media pages is that there are very different goals and psychologies behind the operations of a brand’s community and a brand’s social media page. On social media, the main goal is to share updates and content that will be seen by your audience. Hopefully, your post has a joke in it that gets a few more likes or your video gets shared a few times but that is about the extent of your interactions with your social media following. In a community, you are still posting content and updates, but the actions that you are expecting from your community members is much different than what you expect from your audience on social media. A community manager’s job is to not only get people engaging with their brand’s content, but also to get community members to start posting their own content, engaging with other community members, and hopefully bring in some of their friends to share the experience of your brand’s community. That is the key difference: on social media, you are talking to your audience in a one-way conversation; in your community, you are building a relationship with your audience through a two-way conversation opening up a real dialogue between you and your customers.
With all of that being said, your community is not a replacement for your social media pages! Your community is an extremely important complement to truly build a relationship with the audience you are exposed to on social media. At Memeni, we are passionate about helping brands build their own community. We feel that this is the next wave of digital marketing as brands are forced to find more creative methods for engaging their audience. I’m sure you still have plenty of questions about how this would work and if a community even makes sense for you. We’re happy to help clear up any questions you have as your start your journey to building your own online community.
Note below: If you would like a more thorough overview on the ins and outs of Memeni’s platform, please take a look at our whitepaper here.