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Online communities are a powerful tool. Get the strategy right and they can help to generate a major success story: get them wrong, and they fade into insignificance, if you are lucky!
Historically, social media was seen as an anathema to businesses like banks.
Thankfully such narrow minded thinking is a thing of the past, but some businesses have gone too far in the other direction.
By now you've probably heard that it's Community Manager Appreciation Day, but did you forget to get them something? We understand. You're probably still in the sugar trough from Chocolate Cake Day on January 27.
So now that you're thinking about it, doesn’t it make sense to reward that patient colleague who responds to the company’s Twitter devotees, comes up with sweetly snarky posts that attract thousand of “Likes,” and gently mollifies cranky YouTube commenters...and does the hard work of analytics around social?
We honor the social media mavens among us by offering Leveraging the Community, the last in a four-part series we call Online Communities. It’s free, it’s short, and it’s good — the perfect gift for your favorite social media expert.
The role of a community manager is one that is becoming more strategic by the day in over all digital strategy.
While different brands may have different needs and approach, the impact and benefits of opening up discourse with your community/customers is such that everyone benefits, and hence the community manager is in high demand around the world.
Since today is Community Manager Appreciation Day (#CMAD) we are releasing the fourth and final installment in our series by JD Waldow on Online Communities, as well as getting some insights into the profession and the holiday created to celebrate it from none other than the day's creator, Jeremiah Owyang.
It’s easy to assume social networking is the domain of the young.
Generation Y might have grown up with social, but there’s a growing number of people over 60 for whom social media is every bit as important.
People over the age of 55 are the fastest growing group joining Facebook, according to research from Nielsen - and a survey by Kantar Media’s TGI MobiLens claims that people over 50 are more likely to use social networks on their mobiles than people under 30.
This week, the 'interactive services' industry took a major step in its efforts at self-regulation.
The publication of guidelines on moderating sites for children will have an impact on brands who provide online communities or games that attract a younger audience.
There are many things digital marketers can learn about customer engagement from Apple. How to launch and sustain your own social network is not one of them. Two months after the launch of Ping, Apple’s music social network is failing to resonate with users. (It's dead in the water, if you ask Fast Company).
What can smaller brands take away from the experience?
Still running focus groups? How very 20th century. An increasing number of organizations have moved consumer research online. Major brands including Godiva, ABC Studios, InterContinental Hotels, and Kodak, are conducting both qualitative and quantitative research digitally in private online communities. Sometimes, these initiatives extend offline as well, but the web is the core of the initiative.
We caught up with Joe Stauble who runs corporate strategy and market research for Mercedes-Benz USA to learn more about how the company is leveraging two online communities: Generation Benz, launched in 2008 and comprised of Gen Y consumers; and Mercedes Benz Advisors, a community of 1,795 baby boomers. Both community platforms were built by Passenger.
Facebook has just launched Fan Box, a new widget. This is great news for brands wanting to grow a Facebook fan page. But it's probably going to drive traffic in the wrong direction for most brands.