Where Should You Build Community?

ginidietrich
Gini Dietrich Chief Executive Officer, Arment Dietrich, Inc.

Posted on March 12th 2014

Where Should You Build Community?

Where Should You Build Community?Last week, I was the guest tweeter (you never thought you’d see the day that was a thing, did you?) for #marketingchat, a Twitter chat for Experian led by Mike Delgado.

The theme was building community and we had all sorts of great interaction.

We talked about goals a business should have when building community, types of content to develop, and metrics.

Typically these things are fun and engaging. It’s rare you see a disagreement happen as fully as it did between me and one Mr. Louis Gudema.

Don’t get me wrong. It wasn’t unprofessional or inappropriate. It was just…a disagreement.

Where Should You Build Community?

The question was:

What are your thoughts on using an existing network (e.g. Facebook) or building a network on your own domain (e.g. forum)? 

I said you should always build community on something you own, citing the fall of social networks that could take your content, your community, and your customers with it.

It’s no surprise I love the social networks and see a place for them, but they’re for developing relationships with people you can bring back to the community on your own website or blog.

But Louis disagreed with me. Vehemently.

So I set about to understand why.

He said:

Some companies have built large, active communities on FB, LinkedIn, etc., faster. I don’t see prob w being on one of those.

Sure, it can happen and does happen. It’s certainly faster and may even cost less, but I countered with, “What happens when the social network dies?”

He said:

It’s unlikely to die overnight! If it’s dying, then you can move them.

But then you have to move to something you own…which I contend you should have done to begin with.

When the Social Network Dies

OK. I’ll play along.

Let’s say you have zero tech skills and can’t afford to hire a designer…therefore no website or pretty blog that is visually enticing.

You create a Facebook page for your business and everything you do drives people to that page.

It becomes a fun place for people to hang out. Customers ask questions – and get answers. Prospective customers learn more about you – and engage with others on the page.

And then, five, 10, maybe even 15 years from now, Facebook is replaced by something that is just a sparkle in some toddler’s eye right now.

What do you do?

Do you move everyone to the new thing? Do you try to get them to your website or blog after the fact? Will they go?

When you build community on something you own, you don’t ever risk losing the community by the death of a social network.

Community on Something You Own

But here was the kicker.

He said:

And not everyone can afford to be AmEx Open!

I’m sorry. I built community right here on this blog one-by-one, painstakingly, and for years.

I nurture, I grow, I build. My team – who didn’t exist back then – does the same today.

We’ve grown it into one of the most active communities in the PR industry.

And guess what? We still can’t afford to be OpenForum.

Sure, some companies can afford to buy their way into communities. The rest of us have to work at it.

Build your community on something you own.

Do it every day. Connect one-on-one with customers and prospects. Send handwritten thank you notes or videos. Make people feel part of something.

And do it where you not only control where it goes, but can measure the activity through your analytics.

What do you think?

ginidietrich

Gini Dietrich

Chief Executive Officer, Arment Dietrich, Inc.

Gini Dietrich is the founder and chief executive officer of Arment Dietrich, Inc., a firm that uses non-traditional marketing in a digital world. The author of Spin Sucks, the 2010 Readers Choice Blog of the Year, a Top 42 Content Marketing Blog from Junta42, a top 10 social media blog from Social Media Examiner, and an AdAge Power 150 blog, Gini has delivered numerous keynotes, panel discussions, coaching sessions, and workshops across North America on the subject of using online technology in communication, marketing, sales, and HR. One of the top rated communication professionals on the social networks, Gini was recently named the number one PR person, according to Klout and TechCrunch, on the channels, and number one on Twitter, according to TweetLevel. She also can be found writing at Crain's Chicago Business, AllBusiness, and Franchise Times.
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Comments

Nice post, and I take your side in the debate, Gini.

Facebook is such a part of of lives now that it seems like it is permanent. However, there is no guarantee of that. And even if you are not inclined to believe that—what happens if they suddenly change their terms of use?

Besides, where you share your content says as much about you as what you share. I've written about this in my column on EdTech Times: "Content Strategy: Where Do You Share?"

What happens if Facebook becomes MySpace, and you wouldn't be caught dead there?

You want control of your content. The downside is that it takes real work and persistence to build your own house on your own land. The upside is that you are not subject to the whims of a giant corporation, who—let's face it—doesn't care about your interests at all.