Is your business still thinking of marketing as a set of campaigns? It might be time to switch gears and start thinking more about connecting with prospects and customers via community. Today, we learned that two major brands are rethinking their strategies (also read here):

Coca-Cola and Unilever are shifting their digital focus away from traditional campaign sites and towards community platforms, such as Facebook and YouTube, as social media begins to dictate their marketing activity in 2010.

Yes, these are the big kahunas of the corporate branding universe…but can their strategies work for small and medium-sized businesses? Not only do I think the answer is a resounding “100% yes!”, I believe that building community over campaigns is an absolute must for nearly any enterprise today. Why?

Read the full blogpost at BaileyHill Insights…

photo credit: scoobay (via Flickr)

At some point, every blogger faces the question of whether or not they should moderate comments. The primary reasons for moderation are rational and simple:

• Kill spam
• Control trolls

Worthy reasons for sure. Nobody wants or needs spam and trolls camping out on your site. But do the risks outweigh the benefits gained from comment moderation?

There are three levels of comment moderation:

1. No Comments/No Moderation. A blog is intended for broadcast purposes only. Few can get away with this. One exception is Seth Godin and I’m not exactly sure I’d consider his site a blog (see below).
2. Comments/Moderation. A blog has comments, but these comments are moderated by the publisher. It can be hard to tell if your comment is going to get sequestered until after you click Post. If you’ve commented on blogs before, you know what I mean.
3. Comments/No Moderation. A blog has comments and these comments are posted in real time once you click Post. I’ve made the choice to go this path with comments here and my other blogs (which might reveal a bit of bias).

Let’s put aside the No Comments/No Moderation level since it shouldn’t be part of your game plan if you’re publishing a blog. I would even suggest that any site that doesn’t offer the ability for readers to respond and interact isn’t really a blog. It’s just a broadcast engine.

This leaves the other two levels and the issue of which method to use. If you choose to set up moderation, here are a couple of questions to answer:

• Is an objective of your blog to inspire interaction among your readers?
• Can you quickly approve comments so they enter the dialogue stream shortly after posting?
• …And if not, are you okay with your readers either not bothering to comment in the future or not returning altogether?

I apologize if it seems that I’m setting up this argument a little too much. My experience is that moderation rarely corrects the problems it’s intended to solve. There are several spam-filtering tools available for blog platforms (e.g., WordPress comes with Akismet; Typepad has its own built-in solution). These tools nail the spam comments before they even hit your site. And if you’re concerned about trolls posting inappropriate comments, let’s approach from another angle: what is the probability of true troll behavior (not to be confused with opposing viewpoints) appearing on your blog to the degree that the comment needs to be deleted?

I argue that moderation imposes significant risks to the health of your blog’s community – particularly if your blog is new. When someone leaves a comment on your blog, they want it to post in real time. They want to be part of the dialogue. When you sequester their comment until you get around to approving it, you’ve effectively kicked them out of participating in the community. Worse, most folks don’t know when their comment is going to get approved so they move on…and you’ve potentially lost them as both commenter and reader. If you’re truly worried about trolls, put a solid commenter policy in place letting your readers know what happens to inappropriate messages.

So ask yourself if moderating comments adds or detracts from your blog’s interactive experience. And unless you have good cause to moderate (and yes, there are a few out there), promote an open dialogue in your community.

I’m back home in Austin and I took time on the flight to look back at my notes from yesterday’s Online Community Unconference 2009. So what did I learn?

Learning #1
Okay…this isn’t so much a new learning as it is a poignant reinforcement of something that I know. Acquaintances made online become closer friends when meeting offline (like with my friend Bill Jacobson). If you have a community that only meets in the online space, seriously consider how you can encourage offline meetups.

Learning #2
We’re creating and recreating social norms with every new community and new technology. The way we interact acceptably in one online community may be entirely inappropriate in another. For an example think about your interactions on LinkedIn versus Facebook. While it’s not universal, I wager that your interactions in Facebook are different than LinkedIn (okay, at least mine are). And the types of people you friend on Facebook are likely different, as well (again, not universal…your experience may differ). And all of this impacts how we form behaviors, attitudes, and actions in our communities, in addition to how create expectations of other members. For companies and organizations wanting to build communities, having a grasp of these norms is incredibly important. Thanks to @gammydodger for kicking off this strand of thought.)

Learning #3
Grappling with our various online personas is filled with anxiety. With so much of our lives existing online, there really isn’t a magic formula for determining what persona to use in a given moment. Do you create and use separate personas? Or do you find a way to balance a unified persona? What we do know is that there are pitfalls with either case. And what makes it even more difficult is that as new semantic search technologies arise, we may not have a choice about what parts of our online lives are open to viewing. What is certain is that if each of us doesn’t have a strategy for how we interact online through comments, photos, bloggings, twitterings, etc. we put ourselves in a tough spot. (Thanks to @davepeck and @chip_roberson for spurring this session.)

Learning #4
It is vitally important to separate the person from the action. This is closely related to Learning #2. If someone violates a norm, the desire to label them as a “troll” or similar does nothing but create a conflict. Why? Because there’s a part of us that equates trolls with evildoing (or at least someone doing bad) and then we take the next step of binding action to person. Instead, we need to make an effort to separate the individual from their action. Reach out to the offending individual, listen to their perspective, and seek to understand. It could be they didn’t know the community rules or tacit social norms. But if they continue to offend take steps to maintain the health of the community. (This learning came from Scott Moore’s info packed session on Social Psychology and Communities.)

This really doesn’t begin to cover everything, but I’ll put it up as a good start. I know that as I continue to reflect on yesterday’s unconference, more will percolate to the surface here.

Oh, and if you or your organization is serious about online community, you need to pencil in next year’s unconference. For me, it was worth every single penny I invested.

Yesterday, I read two blogposts that talked about the importance of engagement in online community.

Patrick O’Keefe’s Be Honest with Your Members about Unreasonable Expectations

Spike Jones’s Participation is Different from Engagement

The content of both posts were rather different, but interestingly enough, each inspired a similar question from me: what, if anything, comes after engagement? It’s generally agreed that participation is a good starting point, but not enough. It’s still a bit too passive when it comes to building a vibrant community. This is why engagement is a much pursued and highly cherished goal. Spike makes an important observation in his post as to the difference between mere participation and engagement:

When you go to your meetings today, you’ll see the difference. It’s between those that are sitting in the meeting – and participating by just showing up – and those that are adding to the conversation because they are engaged. In other words, you can participate without being engaged. Engagement is the step beyond participation.

I’m in complete agreement, but there’s something gnawing at me. Is there another level beyond engagement? Is engagement enough to inspire community members to monitor the site for trolls and inappropriate comments? Is engagement enough to inspire the high level of interaction needed to sustain a community over time?

I’d like to suggest that there is another level beyond engagement. Enter stewardship. Stewardship takes the energy of engagement and adds the commitment of ownership to community. Let’s face it…we care more deeply about things we feel we own. I once wrote a post at Bailey WorkPlay called Nobody Washes a Rental Car. If you can help your community members feel a pride of ownership, they’ll not only be engaged but also provide the kind of stewardship necessary to building a strong, thriving community.

There’s so much more to contemplate and think about on this topic. I anticipate that this post will lead to some more concrete advice for how to cultivate stewardship in your community’s social structures. If you’ve discovered practices, policies, processes that inspire stewardship, what did you do and what did you learn?

Open admission: I didn’t care too much for high school. The primary reason is that I didn’t fall squarely into the so-called Cool Kids Club. I was therefore an outsider, which in some ways proved to be just fine and in other ways was excruciatingly painful. In social circles, ostracism can be a brutal punishment. Maybe this resonates with you (and if you were one of the Cool Kids in high school, it’s fine now…I’m friends with many of them now via Facebook…funny how time changes us…but I digress).

The point I’m attempting to make is to be mindful of your own community. Do you have any cliques? Is there an “elite” class who may be excluding other members from their group? I’m not suggesting that allowing groups to form is a negative. Just be careful about the dynamics forming from this behavior. If members feel they are not included and welcome in different areas of the community, they’ll likely make way for the door.

What to do? Here are four ideas to get you started:

• Build a language of inclusion into your community communications. Don’t miss an opportunity to express the values of the community. And if you don’t have a guiding set of values, create them.
• Monitor discussions and interactions. Look at how community “elders” communicate with “newbies.” Is it respectful or disdainful? You may need to pull out some conflict mediation skills here.
• Reach out to the individuals in the cliquish group. Chances are they don’t realize the potential harm of their actions. Calmly and clearly remind them of the community’s values and desire for inclusion.
• Find members who model an inclusive approach and send them an appreciative message. You’re rewarding action that you want to see.

Have you ever had to break up a clique or flag inappropriate behavior like this? What did you do? Love to hear your stories.

Oh and by the way, Heathers is one of the most grossly underrated films of all time.

I’m reading a research article on how the meaning of community is constructed through a minor league baseball team. The article begins with this quote:

I am on the edge of the crowd, at the periphery; but I belong to it.
…I know the periphery is the only place I can be, that I would
die if I let myself be drawn into the center of the fray, but just as
certain if I let go of the crowd
–Gilles Deleuze and Felix Guattari

Even though this quote is unrelated to community and the online world, it just seemed to put a different spin on the persona of a lurker. Curious about others’ thoughts…

I tried my hardest to not write a post with the words Oprah and Twitter in it, but I just couldn’t steer away from the soft glowing light of popular discussion (though I guess I am a bit late).

So Oprah and a continuing bevy of celebrities are hitching their brand wagons to Twitter and spurring their faithful followers to give the microblogging service a try. Just one problem: these new members are walking in and just as quickly walking out. From Nielsenwire Blog, Twitter Quitters Post Roadblock to Long-Term Growth:

When Facebook and MySpace were emerging networks like Twitter is now, their retention rates were twice as high. When they went through their explosive growth phases, that retention only went up, and both sit at nearly 70 percent today. Twitter has enjoyed a nice ride over the last few months, but it will not be able to sustain its meteoric rise without establishing a higher level of user loyalty. Frankly, if Oprah can’t accomplish that, I’m not sure who can.

What does this say about Twitter? I’m not going to cast doom-and-gloom on the service but there are two lessons anyone who is building or managing communities ought to consider:

Welcoming. Twitter’s been overhyped lately and the fact that folks are coming and going really shouldn’t be a shock. All the media-fed mania did was increase the curiosity of folks who wanted to see what the hubbub was about. And when they got there, they were likely disappointed by what they found because there really is no community with Twitter. It’s a social network that inspires community. Because its a social network first, there is no formal welcome, no Twitter 101, no management plan for helping newbies feel comfortable with the lingo. (Come to think of it, maybe Twitter really does need a Chief Community Officer.)

When a newcomer visits your online community for the first time, do they feel welcome and safe to explore the community space? Or do they feel like they’ve just exited the plane into a strange land where their first inclination is to want to get right back on and go home? Think how nice it is to have a friendly gal or guy waiting on you when you deplane, hand you a lei, and say “Aloha.” If that happens, you might want to hang around and explore all your destination offers. Have a welcome strategy and prepare to execute it in a way that will scale just in case Oprah decides to make your community her next cause célèbre.

Integrating. But don’t stop at “Hello!” or “Aloha!” if you’re still dreamily hanging out at the Hawaii example. Most communities that fail do so because they don’t take the next step which is engagement. Why do some people try out Twitter then lose interest after a few weeks? There could be many reasons and would be a good use case for ethnographic work. I’ll propose one possibility: lack of ongoing value. We’re inundated by so many other distractions (like kids, spouse…okay only joking there). But the competition for eyes, minds and hearts is fierce. Is your community maintaining consistent value for your members? Do they feel engaged by their interactions in your community? Whether your community is tied to a cause-based nonprofit or a business, these are just a few of the questions you need to ask.

This topic of engagement is one of my favorites and one that fuels my own anthropological research. It was also a specialty in my association membership work so I can relate to how challenging it is not only attract new members but keeping them. Yet, retention is crucial so think strategically and make a plan. If you’ve found great ideas for keeping engagement levels high among your new members, share them with others in the community here.

I don’t believe in creating “hard and fast” rules but I do adhere to some common principles in any work I do. The most important one I know (and incidentally, the hardest for me to live since I can be overly sensitive, at times) is not taking anything personally. Now listen…you might be thinking to yourself, “Gee Chris, that’s pretty much common sense. Is that all you got today?” And I will reply, “Yes, it’s all I have today. And why don’t you take your snarky, moronic, know-it-all attitude and just…” Oh, right. We’re talking about not taking things personally.

While I list this as a commandment of community management, it really does apply in almost all professional and personal situations. Those among us who can master the ability to not shred someone who criticizes our work or ideas may not inherit the earth but they will be far more successful.

The question I ask when confronted with an individual or situation that challenges me is: What can I learn from this? It’s simple and it gets me thinking about other possibilities. If you’re managing a community, how do you deal with criticism, particularly if its negative criticism? Do you defend your position by erecting a barricade or do you welcome the commenter in and try to understand the world from their perspective?

Your company’s community and customer engagement may hang in the balance.

We all have expectations of service when we pay for something, right? Go to even a moderately priced restaurant like Outback Steakhouse and you expect to be served well. If you purchase a computer online from Dell, you want to be taken care of if something doesn’t work. And if you pay dues to your professional association, you expect a level of service to match the cost. So, how does free membership in a community alter our expectations? Should we expect the same level of service for something that we pay no money to support?

I offer two cases: Twitter and Facebook. When things blow up on either of these services, do we as users have any right to demand quick, speedy or personal support? We don’t give one dime for the ability to communicate and expand our networks. The cynical among us might even suggest that we users are really just leaching off of both Twitter and Facebook for our own gain. So if we don’t pay anything for these services, what right do we have to express outrage when we’re met with failwhales, questionable changes to terms of service or disabled features?

This is the conundrum facing most online community managers: delivering service in an age where its expected even on free sites. Perhaps the solution here is that we have to change our ideas of what defines a relationship. We can no longer strictly use the financial transaction as a point for determining service level. Since users bring value to the community through their interactions, it seems that we community management professionals need to adjust our own thinking. That failwhale impacts a user’s overall experience which, in turn, impacts the service’s brand. It’s a rippling effect that defines a daily reality for online communities.

Thoughts?

Imagine the scene. Two nonprofit association membership pros talking in a crowded restaurant at lunchtime, commiserating with each other and sharing their professional anxieties that they fell into the wrong line of work. Not that they dislike what they do…quite the opposite. They enjoy working with members, building relationships to improve the member experience, strategizing new features and the like. But there is something nagging at both of them: they wonder if anyone outside of association management understands and values what they do. They worry that they’ll always be confined to associations because they don’t think there is any clear parallel in the corporate world. They leave the restaurant thankful for each other’s company but no closer to putting their anxieties at ease.

Okay, one of these characters is me and this is a scene from my life roughly six years ago. After graduating from college with a liberal arts education, I fell into the nonprofit association membership profession purely by accident. And after doing membership work for five years, I was concerned that few of the skills and experiences from that work would be appreciated outside of my narrow niche.

Let’s fast forward to today. Do I still think the skills, experiences and insight gained from a membership career is unappreciated outside of associations and not viable in the corporate space? Nope…quite the opposite. In today’s business reality, this unique experience translates incredibly well to the needs of social media, most specifically to the role of online community management.

Drawing on a recommended community manager job description posted by Connie Bensen, here are the parallels to membership management:

• Creatively and proactively assist customers.
• Serve as the initial point of contact for inbound requests from online company properties and the web at large.
• Monitor online conversations and participate in them to build brand visibility and thought leadership.
• Author blog posts, articles, podcasts, videos and screencasts – whatever media you want to use – to creatively communicate product uses.
Association membership development is about attracting prospective members and retaining current ones. That means knowing how to communicate well, building strong relationships with members, helping them get more out of their membership, and assisting them with thorny issues. Membership pros are multifunctional in role and serve as customer service, product management, marketing, and corporate communications.

• Identify and analyze issues, patterns and trends in customer requests and product performance.
• Transfer the information to the appropriate departments so that they can respond accordingly.
• Proactively escalate issues, observations, opportunities, and insights to the executive team.
• Communicate issues, opportunities and insights to the company at large.
Membership professionals serve on the front line, listening to members and determining whether their issues are problems needing resolution or opportunities needing to be addressed. Membership professionals must then be able to influence key stakeholders to effect changes on behalf of the audiences they serve.

• Identify and engage advocates.
Membership professionals must connect with their organization’s volunteers and help them put their enthusiasm to good use. Knowing how to find and then successfully guide passionate supporters is a must, particularly since most associations need these volunteers to help put initiatives into action.

• Stay up to date on new social media tools, best practices and how other organizations and companies are using them, so that the company can continue to be an early adopter of these technologies.
• Participate in professional networking by interacting with peers and influencers and attending events.
Membership professionals must explore the latest technology, leverage networks and resources, and plot a strategic path that will provide the most beneficial products and services to their association’s members. It requires a curious and creative individual who enjoys collaborating with people.

I write this post for a couple of reasons. One, I hope it gives a closer look at who I am and why my current work in social media and online communities is simply a natural extension of the work I’ve done since I first started my career. Two, maybe it offers membership professionals a roadmap to guide them toward other career possibilities and emphasize that their expertise is valuable beyond associations.

If your company is seeking its next great community manager or chief community officer, consider expanding your search to individuals beyond the corporate world and include nonprofit association membership professionals.