How to fix an online community that is weak

How to fix an online community that is weak

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It can be difficult to maintain and manage communities. For example, it takes just one or two people with different views to create an unpleasant rift. We all know what happens when a community splits into two or more conflicting sides. Imagine a property developer attempting to transform the peaceful green space of the town into a bustling commercial area with shops, cafes, apartments, and shops. This would be a positive development for the local economy, according to some members of the community. Some might view it as a positive change in the local economy, lifestyle, or culture. These differing...

It can be difficult to maintain and manage communities. For example, it takes just one or two people with different views to create an unpleasant rift. We all know what happens when a community splits into two or more conflicting sides. Imagine a property developer attempting to transform the peaceful green space of the town into a bustling commercial area with shops, cafes, apartments, and shops. This would be a positive development for the local economy, according to some members of the community. Some might view it as a positive change in the local economy, lifestyle, or culture. These differing opinions could cause friction in the community and lead to its disintegration. This is the same for an online community that is brand-led. They are just as susceptible to outside influences and have different views than a local community. Perhaps even more so. Every year, 70% of online communities that are brand-based fail. What can you do to build your online community if it fails? Let’s find out. What causes an online community led by a brand to fail? It is becoming increasingly difficult to sell using traditional marketing methods like TV and print ads. Consumers are too fickle and savvy to believe glossy advertisements promising them the moon. They want something more than just a catchy slogan or pretty picture. They are looking for authenticity. They desire inclusion. They want to feel like they are a person and not just a number. They want to feel part of a company when they use or purchase from a brand. “84% of customers believe that being treated as a person and not a number is important in winning their business.” – Duel. Dare I say it? Customers want companyrelationships, and commitment. Brand-led online communities are the best solution to build trust and relationships with customers. Brands can communicate with their customers through an online community. They can engage their customers in two-way conversation and treat them as people with real opinions, values, and thoughts. Marketing professionals agree that creating an online community is a key part of their marketing strategy. However, 88% fail to survive. Why? Online communities don’t work because the results aren’t immediately visible It takes time to build trust and nurture relationships. Marketers don’t have much time. Marketers are constantly under pressure to discover and exploit new opportunities, provide solid leads for teams, and convert uninterested individuals into sales. We require results now. It’s no surprise that online communities are often pushed to the bottom of the priority list when it comes to spending time and money on campaigns to generate immediate conversions. Online communities are a failure because customers feel like they’re customers and not people. 17% of online communities end up failing because companies use the space to market themselves, rather than serving their members. Communities should be safe and neutral spaces that allow for free flow of ideas about industry-related topics. These communities shouldn’t be used as a way to force hard marketing messages down the throats of people. It should be possible for community members to have meaningful conversations with others who share similar interests. Online communities don’t succeed because community development isn’t part of budgets and strategies 31% of online communities end up failing because they lack the support needed to thrive. We know that community development is often overlooked in favour of short-term campaign wins. Many brands don’t bother to include community building in their marketing strategies and budgets. It is seen as a check-box exercis...