The Community Idea

I worry if the ‘online’ is getting in the way of the community idea.

Not every business needs to have an online community. But nearly every business should be trying to develop a community of customers.

Tell a businesses they need a community of customers and their eyes light up…they get it. They know they need a group of customers that talk to each other.

If you tell a business they need an online community, the reaction isn’t the same. It’s less clear. It gets confused with e-marketing, websites and web 2.0.

Online community seems to reduce the great community idea to a subset of online marketing. This shouldn’t be the case. Online should make the community idea better. Online makes it easier to spread this great community idea.

Lets please not relegate such an important business concept to a subset of e-marketing.

Comments

[Chris (cyberdoyle)]

Online tools for communities are just that, tools.
Communities can take their pick and use the tool they like. Trick is to show them the choice available and they will know what will work...
...for them.
Also worth pointing out that communities can also be built from scratch using these tools. Thoughtful Idea. thanks.

[Rachel Happe]

This is a great and simple point and one that is really important. The tools will come and go but your customer community will remain. Even those of us who believe in the importance of community management are really talking about a better customer (or employee/partner) experience.