One of the advantages of social media is it allows us to stay connected to people who might otherwise only think about us when they need to purchase or when they see our ads (or if we have huge budgets, when they visit the stadium named after us . But I see that people have a limited capacity for being meaningfully involved in various communities (offline or online).

I wonder how you are using Facebook (and other social tools) to build a real community for your business? Is that even your goal? 

Please share.

Thanks for the comment @blake-jamieson. I agree that all businesses need a community-building plan. 

I think questions are a good way to start conversations and even relationships. True friendships move to a level of mutual exchange (questions, answers, probing discussions, etc…). While most of our fans don’t want to be our best friends, and that’s probably not our goal, how do you move from acquaintances to friends as a brand? Are you able to do that in the public arena of social media, or do you move them in to private groups?

@phil-mershon  Great topic!  I think creating our communities is the secret to our success with social media.  I did not understand this for the first year I was here, but once I realized how important my fans really were to me, I found that everything changed!  

For me, this began with showing my fans how to use their posts to start “talking” to each other instead of only showing what they had to offer as a service or product. I started experimenting with them (they were willing….) and created a report that took a year to develop.  This is it, for those who would like to see the results  How to Use Your Comments to Get Your Fans to Respond, or Share What You Have to Offer   

The results speak for themselves.  Many of our fans have continued using this process and have become the “Movers and Shakers” of their niches.  I have also had very good results and my business pages continue to grow in ways that I would never have imagined.

It is really our communities that make us succeed.  Together, we make a difference for each other.

Randi 

@phil-mershon  Great comments Phil!  I am fairly new to the whole Social Media thing, but when I started I wanted to focus solely on the relationship figuring that if someone I connected with was interested in a business relationship, they would let me know.  I use my Facebook page to post industry regulatory news, mainstream news stories that related to background checks, and fun infographics and commentary on what is going on both in and even out of the industry.  

I have also connected with people on this forum and LinkedIn to get ideas and find answers to my questions (thanks all!).

A “hard sell” using Social Media, to me, is counter productive.  Even though most of our ultimate goals are to grow our business, in my opinion this medium is not for the “hit you over the head” sell.

@kimkline That’s an interesting read from Jeff Haden. I’m not sure everyone uses social media the way he suggests. But I do think we make decisions about our friendships based around likes and interests. 

Does anyone else find it interesting to see the FB ads showing which of your friends like certain brands? I’m always surprised to see some of my friends liking various companies. I’ve never reached out to ask them “why”, but I’ve been tempted in some cases.

That aside, I agree that you can’t do hard sells on social. You also can’t be continuously promoting.

@randithompson mentioned the 80/20 rule and i think it’s more like 90/10 on social – 90% of your content should be about your fans interests and building community through engaging conversation and less than 10% should be promotional. I’ve made the mistake of shutting down a page’s engagement by being completed self-promotional. 

@phil-mershon   For me, a community is very important.  I like getting to know my fans and watching them evolve.  Since I have always loved what I do for my business, this is second nature for me.  I really do care about my fans, and they know it.  

My question would be if for those who do not love what they are doing.  You know, the ones who chose this field because of the potential.  If they do not really have a passion, or care about who comes to their pages, does this give them a different approach? 

Randi

@randithompson  I think you have to truly love what you are doing to both be successful and satisfied (at least I do!).  I think believing in the service I provide will resonate with my clients and community.  I try to convey this through my posts.  The fact is that I am a b2b business, so while I post about things directly related to my service (background checks) I also post things that are of interest to small business owners in general.  In this way I show great interest in both my field and what is of concern or will help my community.

Great discussion @kimkline @randithompson and @annfurnival

Passion certainly makes a big difference in the kind of community we build.

Disclaimer: I had no idea that SME was posting twice about community after I started this thread. I’d rather call it serendipitous or providential.

Here’s my question. I find in real life communities that people become more engaged when they have ownership through shared tasks or roles. Do you find that true in your virtual communities? If so, how have you given ownership or invited more active participation?

@annfurnivall, I can see that it might not work in all cases. Community’s serve different purposes in people’s minds. For example, there are places I go to inspired or to laugh and I have not personal engagement with those sites. If they asked me to pay, I probably would look elsewhere. If they asked me to sign up for a newsletter, I might do it if I liked what I was seeing. 

You’re doing well to know your audience.

I like the Pinterest idea. People who look to you for “eye candy” might also be willing to share theirs with others in your community.

How have you encouraged folks to talk with each other and not just to you?