Only Start A Community For These Benefits

February 21, 2011Comments Off on Only Start A Community For These Benefits

Brands usually have the wrong objectives for starting a community.

Most of the problems brands experience can be traced back to these initial objectives (and thus expectations) of what a community can/can't do.

Don't start a community of you want to reach new customers, increase brand awareness, undertake traditional marketing activities to or for anything short-term.

Only start a community of you want to increase loyalty, get invaluable feedback, find great recruiting opportunities, improve customer service or discover new sources of revenue/sales leads from existing audiences.

If you get these objectives right in the beginning, you save yourself a lot of trouble later. These objectives shape your entire approach to developing a community. The former focus on speed, reach and extracting value from members. The latter focuses on fostering relationships and adding vaue to members. 

And, remember, the benefits of a community are derivitates of its success. You need to develop a successful community before you can reap the benefits. 

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