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 a discussion about the future of online community; how to spot a bad community manager; why agencies are having trouble using social media to generate new business; and why a company’s social media guidelines should inspire engagement instead of restrict it.
In my view, the specialized online community’s day has come! The last 2-3 years have been awash with social network launches and the race for dominance. For most, even the phrase ‘online community’ currently evokes mass professional networking tools, as those tend to be most professionals’ first exposure to online community. And while Twitter, LinkedIn and Quora, for example, are not going away anytime soon, there is an increase in the demand for specialized private online communities which has emerged in part from the success of the broader social networks.
Bad community management isn’t what the community manager did wrong, but what the community manager didn’t do at all. In the long term bad community management will do far more harm.
One reason potential clients might be less inclined to communicate with agencies via social media is the perceived one-sidedness of such communication, highlighted by the fact that 79% of prospects said agencies most often talk about themselves when trying to initiate conversation.
While no organization that engages with audiences on social networks should be without a social media policy, that doesn’t mean slapping one together and forcing it on employees is the correct course. A social media policy should flow naturally from a company’s culture and incorporate employee feedback in its development.
Think there’s something missing from this list? Leave a link in a comment, or tweet me @BenLaMothe!