It’s easy to see how social media marketing has become confused with community marketing over time. Social networks can be a great place to promote content, engage leads and build an audience, but these networks alone can’t accommodate authentic conversations with customers.
Meredith Overmeyer is the Director of Marketing for SmartMom, a mobile app community that makes it easy to get great advice from other parents. Under her direction, SmartMom launched one of the fastest growing mobile communities for moms in the United States, growing to 120,000 users in twelve months.
Branded online communities aren’t just marketing tools. They offer value for market researchers, product strategists, customer service teams, and sales teams. As a result, their potential is causing a shift in how organizations align their social marketing strategies and budgets.
The best community managers know there are psychological principles at play behind highly engaging brand communities. Your online community is an opportunity to open up a two-way conversation with your audience. To capitalize on this opportunity you should know what principles can keep the conversation going.
With consumers and professionals increasingly turning to mobile to consume content, choosing the right medium for your community is critical for ensuring that your members will return. In fact, the seismic shift to mobile is why we decided to build the SocialQnect platform.
Successful community management starts with understanding your members and what they care about most. You can learn a lot about your earliest users by making it a regular practice to analyze your recent app signups to see who’s joining your community.
The right seed users will have a disproportionate impact on the success of your community. They will create the initial content users see, which does a lot to frame the culture and expectations of the community going forward.
The first few weeks of a new community are critical. If your first users don’t feel welcomed, or feel like they understand what purpose your community serves in their lives, they will be unlikely to stick around.
Instagram recently announced that they will be leveraging the same Edgerank algorithm as Facebook. This caused marketers familiar with Edgerank to lose their minds. And for good reason.