Community Is Queen
By: Trish ForantIt’s been said that content is king. If content is king, then dare I say that community is queen.
Whatever your brand, chances are you have a thriving community. So, when you think about your community, do you think primarily about clients or consumers? Brand advocates and influencers? What about the people who have yet to try your product or service, those who are still on the fence and not quite ready to commit? Do you consider them a part of your community? If you don’t, you should. Depending on your brand, your community can be made up of clients, consumers, fans and those interested in learning more about what you have to offer. Don’t just spend time focusing on your brand’s influencers. Every member of your community is important and plays a vital role in the health and prosperity of your business.
Where Does Community Live
You community doesn’t have to, and probably won’t, reside solely on your website or blog. Your community can be, and most likely is, spread far and wide across various social networks. Sure your community will be on website and blog but they can also be in social spaces like Google+, YouTube, LinkedIn, Facebook, Twitter, forums and even your mailing list and newsletter. Your community members want to connect – not just with you but with each other. Therefore, give them a place to congregate, cooperate and communicate collectively.
Community is Powerful
Your community members are an important part of your business. They can share experiences, learn from one another, instruct and inform. It’s not unusual to see community members offering advice or assistance before a brand has an opportunity to respond. It’s also pretty exciting to see a strong community of loyal members come to the defense of a brand (Maker’s Mark ambassadors are a great example of this), but that’s what community is all about. During good times and the not-so-good times, if you take care of your community, your community will take care of you. Your community is powerful. Chris Brogan says this about community “It’s not static. It’s not single-minded. It’s not an unending resource. It’s not self-sustaining. It’s not orderly.” You have to nurture your community. Give more than you take (free content, covering topics your community is interested in, is a great start) Ask questions, let them ask questions, listen and take the time to get to know the people in your community.
Community is Ever Evolving
Your community will change. There will be times when your community members are more active and times when they’re not. These relationships will have an ebb and flow . Your connection to the members of your community will evolve. Just as you encouraged and cultivated the growth of your community, you must also be open enough to accept some of the changes you will experience within your community. Rachel Happe, Principal at The Community Roundtable, says “The ability to support the waning of a relationship is just as important as the ability to support the growth of one. Why? If you make it comfortable for someone to leave you behind as they move forward, you make it comfortable for them to re-engage you later.” It’s a natural part of relationships so it makes sense that it will be a natural part of your relationship with your community members as well.
Do you think community is queen? How in-tune are you with your community? Has your community changed over time? Let us know, in the comments below.
Trish Forant is a Community Manager at Radian6. She blogs about social media, sunny South Florida and her ever-growing menagerie. Connect with her on Twitter at @Dayngr.

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