Every Friday I post links to a few of the blog posts that I read during the week that I found interesting and insightful.
Included in this week’s round-up is discussion about the shift from influence to advocacy in the development of online communities; the changing future of today’s corporate social media strategists; and best practice for growing an online community through a series of campaigns.
While I am not a fan of the term “influencer”, I believe that everyone on planet earth has some degree of influence, regardless of community size (friends, fans and followers). How many times have we been influenced to fly on a particular airline based on someone else sharing his or her positive experience with us? Or better yet, how often have we NOT booked a reservation on an airline because of a friend’s negative experience? It happens all the time. It’s in our DNA.
Much like the ‘web master’ role if the late 90s has now become a business function or dedicated social or digital strategist, this role knows that if they can get orginization on board to conduct social in a safe and systamatic way, they’re role becomes more of a coordinator.
Who are you trying to reach? Be very, very, specific here. The more specific you are the more you can target your community to this audience. Target a specific segment within your audience. This will be a segment identified by demographic, habits, or psychographic variables. If you manage a community of lawyers, you might target those with an interest in a particular type of law, a location, a shared belief, or common career goals.