Society is changing. The US Supreme Court ruled on June 26th that states cannot ban same-sex marriage. This is just the latest example. As a society, we’re becoming more inclusive, and less tolerant of bigotry. The internet has brought people together in new ways and exposed us all to new and diverse points of view. Over the coming years, businesses will be divided into those that were able to adapt to this changing culture and those that fell behind. It’s crucial to the long term health of your brand and business that your community strategy keeps inclusivity in mind.
Dear Sir or Madam,
Congratulations on your recent promotion to CEO of Jurassic World. I understand that this will be a trying and stressful time due to recent containment related blips on your public-facing customer-networking relationship caused by an enraged dinosaur eating everyone in your primary location. While this situation was clearly anomalous, it has had a potentially catastrophic effect on your positioning within the dinosaur-related entertainment vertical.
While it’s too late to put that metaphorical dinosaur back in its cage, as a leading Professional Internet™ in my field I have some recommendations as to how your predecessor could have leveraged the power of online community to prevent such events and minimise their effect on customer engagement and fiscal results over the coming quarter.
Facebook Automatic Social Share allows members of your community to connect their Facebook account. Once this connection is done, your members have the option to publish discussions and comments right to their Facebook timeline.
Before you enable Facebook Automatic Social Share, you need to make sure Facebook Connect in enabled. You can get to the Social Integration page from the link “Social” under the “Forum” menu:
A great community is one that’s valued highly by its members. Value is what keeps members coming back, and it’s what all community managers are trying to create. Once value exists in a community however, it also belongs to that community. Members become stakeholders, with a strong social investment and a sunken cost of time and effort spent contributing. They may be posting on your site, but the content truly belongs to the community and those that contribute to it. Your role is as the gatekeeper and guardian of that community. You need to ensure that trust isn’t misplaced.
Well-executed online communities offer a great opportunity to engage with customers throughout their lifecycle – not only after the sale. What does this means for marketers? Higher conversion rates, accelerated sales cycles and increased loyalty.
The content created through your customer community forum helps your customers find answers to their questions and move through each phase of the buyer’s journey faster. The easier it is for them to find a solution to their problem that they can easily adopt for themselves, the more likely you are to win their business.
Being Found the Instant the Need is Identified
According to Forrester Research, 78% of survey respondents indicated they used online communities for researching a problem. Why? Because communities provide real conversations that help guide them through the start of the buyer’s journey.
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