Organizations and Stakeholders

Build a community and they will come

So many corporate communicators use social media to post the latest advertisements or talk about the new bells and whistles for their product. While this is contributing to corporate image, it is not building relationships or starting conversations. Building relationships is key to getting customers to return to your website, blog, or social media site.

Pete Cashmore, CEO of successful social media blog, Mashable, also says using social media is about building a community because it is more important to start conversations among readers than to just be the site that they go to for answers.

Magazine Industry using communities

Parents magazine uses a community. google images

Ripple6, a marketing consulting agency helped Parents Magazine implement their social media strategy, which included a highly interactive Parents community page. This page offers a place for moms to meet other moms or contribute their own story to moms who are going through the same things.

Cosmopolitan, another women’s magazine, also uses a Cosmopolitan community page on their social web site. I can follow conversations that are happening right now. One post on the message board is “Should I keep flirting with my coworker?” People have been sporadically posting answers to this question and to each other since a year ago.

Communities is where the people are, and where you should want to be

Freelance marketing consultant, Helen Leggatt, describes “digital villages” where you can attract your consumers. These villages are where your customers are spending their online time. It is useful to know where these communities are because customers are not going to go out of their way to type “find me a new brand to follow” in Google search.

Are you building a community where your customers would want to be?


Trackbacks & Pingbacks


  1. Hey there, thanks for the link. However, it’s pointing to the wrong article ;0)
    Should link to:

    However, great post, will be back to read more.

    Helen Leggatt

    | Reply Posted 8 years, 10 months ago
    • Thanks for your comment and letting me know about the link, I’ve already fixed it.

      | Reply Posted 8 years, 10 months ago
  2. * Kristin Dyer says:

    I agree with the fact that it is so important for people not just to utilize online markets but to really invest time in building relationships with the people that visit. When you put the time in to get to know whom you are marketing towards it will help people build trust in the organization and continue coming back. I like the examples about how magazines are using websites to open up communication with the readers. It is important that they don’t stick to print and explore what online communities can offer their magazine. It is true that communities are where people are spending a lot of their time online and an organization would be crazy not to use it.

    | Reply Posted 8 years, 9 months ago
  3. * Jillian Whalen says:

    I think it is very important for companies and corporations to build a relationship with their customers. If I buy a product I expect the company to keep me updated and in the loop. It also will keep me as a devoted and loyal customer to that company and keep me coming back for more. Now that everyone is involved with some form of social media site, it would be very beneficial for the companies to reach their target markets through such mediums.

    | Reply Posted 8 years, 9 months ago

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