Building a Community with Social Media

The New Database

“Community: a social, religious, occupational, or other group sharing common characteristics or interests and perceived or perceiving itself as distinct in some respect from the larger society within which it exists.”

As in any community, word of mouth travels fast.  In a Social Media Community it travels at lightning speed and reaches much further than the local village square.  This is great if people have good things to say about your product or service, but what if they have had a negative experience?  Wouldn’t it be better for your business and the customer if you were there on hand to manage the situation and ensure that it was resolved to the satisfaction of all concerned?  Then word would spread about what great customer service you have!

Ask yourself, what do we want to get out of our social media community? One answer could be to use social media to bring people to your website.  Or you may decide you want to get to know your audience better, turn followers into advocates.  Either way always keep in mind that consumers don’t set out to follow or like as many pages as possible.  They look for quality content and follow its publisher!  It’s all about helpfulness and relevancy.  Approach it from a customers’ prospective.  What need will you be fulfilling?

It’s all about the content!  Generate your Content Strategy and then review it based on your analytics and demographics reports.  It should not be set in stone as social media doesn’t stand still for long. Base your strategy on what is happening in your industry, in your social media community and the world.

Corporate marketing tends to create content around products and services as opposed to publishers where the emphasis is on audience interest.  It is vital that you create content not updates!  Content must be compelling and elicit an emotional response.  Mine for effective content within your industry.  Which content is working?

According to Media Post – “60% of people who use 3 or more digital means of research for product purchases learned about a specific brand or retailer from a social networking site. 48% of these consumers responded to a retailer’s offer posted on Facebook or Twitter.”


This article is an excerpt from the Simply Business Australia E-Learning Module on Social Media.