In last week’s post I gave a
run down by industry of the Top 100 Social Brands ranked by Virtue, which were
based on the average share of voice in social networks. Although “social media” is becoming main stream,
many brands and individuals alike have yet to understand what being “social” online
truly means. Words like visibility,
popularity, transparency, honesty, efficacy, social good are useful indicators,
but I believe marketers must extend beyond these traits if they want to their
brands to really become social.
So, what is the common thread that drives a
brand’s social rank? The top social brands
in their category within Vitrue’s list all share a common element: community. Each of these brands from Ford, Starbucks,
Apple, to CNN, Target, Best Buy and JetBlue; use social media tools as part of
a larger effort to engage consumers and build community with them. Sounds easy enough, or is it?
In their recent HBR article,
“Getting Brand Communities Right”, Boston University
- Brand community is a business—not a marketing—strategy.
- Brand communities exist to serve their members’ needs—not your business.
- Strong brands arise from the right community structure—not vice versa.
- Brand communities thrive on conflict and contrast—not love.
- Communities are strongest when all members—not just opinion leaders—have roles.
- Online social networks are only a tool—not your community strategy.
What I think marketers are
starting to realize, is that brand communities take commitment, trust and
organization in order to come alive.
Many are finding out that having a Facebook Fan Page, Group or Twitter
account in and of themselves is not enough.
There must be substance and heart from within the participants in order
for culture to form and conversation to stick.
Developing and living in a thriving community also takes patience,
understanding and most of all humility at the heart and soul in order to be
successful in the long-term. Brands who focus on community will discover the true power of social.
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