Social Media and Online Community Posts From Around The Web

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 are posts that look online community typology; re-imagining how online community managers are hired; and advice on how to best use Facebook as a part of a larger marketing and promotions plan.

So What Type of Community Do You Need?

Your goals and objectives, along with the competitive landscape, will help you decide what type of community is ideal – or often what mix of community participation is ideal. Two of the key drivers are the complexity of the outcome for which you are looking (awareness, advocacy, customer support, ideation, collaboration, recruiting, etc) and the complexity of your business, your market, and your target member.

Rethinking How We Hire Online Community Managers

Too many companies hire people with no passion for the topic of the community. If your community is about banking, you need to hire someone interested in banking. If it’s about interior design, you need to hire someone passionate about interior design. Passion for the topic is the single biggest difference between communities that succeed and fail. This passion should be evidenced in previous work or activities within that sector in the past.

Don’t Get “Like”-Vision, Support Facebook with Other Vehicles

As the Fan page becomes more popular in the media mix portfolio, the role of websites is more streamlined today but yet holds stronger influencing power over the bottom of the purchase funnel.  Furthermore, exposure to the Facebook fan page often leads to increased equity scores.  This is not to say that both platforms don’t do the job, but that each persuades more strongly at different parts of the purchase funnel (with the fan page moving equity and relationships while the website makes the conversion).  It is a graceful balance.

Did you read something interesting this week, that you think I should see? Leave a link in a comment, or tweet me @BenLaMothe!