Article

Christie Fidura
Christie Fidura 11 June 2015

Why Kevin Costner Has Alot To Answer For

"If you build it, they will come."

 

You remember that, right? Everybody, even people not then born, know that famous line from Field of Dreams. 

 

I’m convinced that this one statement has done more to harm the Community Management industry than any other.

I frequently have discussions with CxOs, very smart people, totally switched on who are interested in understanding more about Community. But the conversation quickly turns to, ’Well, can’t we just put up a Facebook page and let them talk to one another?’

And I smile, as I think that this very smart person, who is completely interested in understanding more about Community Management, has obviously seen that movie.

No, you can’t just build it, because no, they won’t just show up. They need a reason to be there; they need belief and trust that you welcome them, you want them, you value them; and they need to understand their commitment from you and why they should commit to you.

And mostly, they need engagement. You must reach out and talk to them, and you must have a valid reason for doing so; there is nothing that will ever change their minds about you once they decide you are not trustworthy, or that you are engaging them for your own self-serving purposes.

So think about why you want a Community, really. Not because everybody else has one, not because it’s the cool thing to do. And then build a plan to really talk to them.

Because they won’t just come if you build it... but they just might show up and stay if you invite them over, give them a lovely cuppa tea, and ask how their day has been. 

About Author:

Christie Fidura is a Senior Consultant at The Perfect Circle, helping brands devise a strategy to build community to obtain maximum market impact.www.weareperfectcircle.co.uk/

Original Article

Read More on Digital Doughnut

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

As financial services and insurance (FSI) companies strive to deliver the seamless multi-channel customer experience, the traditional marketing model has been radically reimagined. Innovative institutions are showing how cross-functional teams focusing on the customer journey can work to develop a single view of the customer – an approach that can bring tangible rewards. Yet research shows that large institutions still have some way to go in maximising the return on their investment in this area.

Aoife McIlraith
Aoife McIlraith 18 September 2017
Read more
Infographic - The Best Times and Days to Post to Social Media

Infographic - The Best Times and Days to Post to Social Media

With the social media landscape changing literally every single day, it's become a full-time job for social media managers to merely stay up-to-date on emerging and shifting trends and best practices. It's tedious, time-consuming, detail-oriented, and, quite frankly, a bit of a headache. But thanks to this new infographic, some guessing can be taken out of social media management.

Will Price
Will Price 21 September 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
10 Marketing Lessons From Apple [Infographic]

10 Marketing Lessons From Apple [Infographic]

The 10-year-old kid, selling ice cold fresh lemonade on the street corner in your local neighbourhood had it right. He or she may not have realized it but the simple marketing strategy that they accidentally and innocently came up with works perfectly on the people strolling by on their daily walk.

Ellie Summers
Ellie Summers 19 September 2017
Read more