In a world driven by social media and social networking sites such as Facebook and Twitter, Brand Development and Public Relations have taken on an inverted twist. In the past, companies were in full control of their brand and the message they sent out to their customers – the conversation was one-sided. Now, social media is allowing customers, through conversations within online communities, to have greater control in the way a company’s brand is developed and maintained. The conversation now goes both ways, and in nearly equal footing. In essence, paradoxically, in order to have greater influence in shaping its brand within these online communities, a company must loosen its grip on its publicity-control to join the conversation.
Customers might have increased control, but you can shape the conversation by fostering a positive online community for your business. Here are eight steps on how to create a positive community where conversations about your business are taking place:
1. Align Business Objectives with your Community. In online communities, your business may not be in full control of its brand development, but that doesn’t mean to jettison your business objectives. Remember, someone joined a community surrounding your company because they feel that have something of value could be gained. Identify what that ‘something of value’ could be and align it with your business objectives, but remember that this should take the form of a conversation, which leads us to #2…
2. Make it Personal. Don’t forget that online communities are conversations. It goes both ways. Don’t talk at your community; rather, engage your customers in conversation. Make it personal, intimate, and genuine. Also, simple things like putting profile pictures, completing profile information, and posting comments are great ways to make the conversation more personal. Let’s face it, people like seeing and knowing who it is they’re talking to.
3. Inclusiveness. Imagine attending a dinner party where you don’t know anyone and the uneasiness of assimilating into a new crowd. People like feeling like they belong. This holds true for online communities. Be sure to greet newcomers to your community by posting a welcome comment on their profile, and responding to any posts on your page.
4. Content. Remember that someone joined your community because they share a common interest and they feel they have something of value to gain. Develop a niche for your company. If your company is in the film and television industry, be sure to post content about the latest movie releases and television shows.
5. Let Your Community Speak. Instead of being the first in your community to start and spearhead a conversation, step back and let your community interact with each other. Sometime, information exchange between two members of your community might organically lead to an idea on the improvement of your product.
6. Draw Attention to Leaders. Every community has leaders that have great ideas and stand out from the rest of the crowd. And, more than likely, the rest of the community turns to these people for insight and direction. Be sure to praise these leaders to show that their input, insight, and feedback are appreciated.
7. Guidelines. Establish rules that foster respect among member. These rules should govern how member should behave with your community, what they can and can’t do. And equally important, you must set rules on consequences should these rules be disregarded.
Written By: Jaszver Bauzon
