Many B2B companies use social networking as a way to keep their customers up to date on key business developments and success stories. But social media are "not so much about communication as they are about community," says Forrester's Laura Ramos, in a recent post on the MarketingProfs SocialTech 2010 blog. For most companies, especially in IT, online community begins in discussion threads and support forums. The value from the customers' perspective comes from a deep engagement that's relevant and personal.
What makes the online experience more "personal"? Ramos recommends the following:
- Allow for profiles.
- Allow for the creation of special groups.
- Allow for collaboration (and not just threaded conversation).
- Allow for personal recognition via a rating system.
Ramos emphasizes that you have to be able to rate people in an online community. "Recognition is huge," she says. "That's the capital. That's the currency."
An example of the concept is Intuit's "Start and Grow Your Business" community, which prominently features a "Leader Board" of those who have accrued points by answering questions posed by other members. The rating system helps foster familiarity and trust among its vast user base.
You'll also be amazed to see that some people have actually answered over 10,000 questions. That's participation!
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