YINKA OLAITO

CCO, Michael Sage consultingLagos NigeriaWebsites

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HOW TO PROMOTE CONTRIBUTION,CONNECTION IN BRAND’S ONLINECOMMUNITY

HOW TO PROMOTE CONTRIBUTION, CONNECTION IN BRAND’SONLINE COMMUNITY

Many brand owners as well as community leaders, wonder why theironline communities do not enjoy active participation. Onlinecommunity like brands needs a lot of emotional interactions topromote active members’ involvement.Online community aim must rest on a regular provision, satisfaction of building common interest that endears community member to eachother. Not that alone, it must promote community interaction,relationship building. Online community that will thrive must sharegenerously information and experiences that strengthens individualand group cohesiveness. Online community that does somethingunique will always build a loyal community that help spread word of mouth and encourages strong ties. Interestingly another writer hassaid that in today internet savvy world, word of mouth is now

world of mouth

. Another thought that still appeals to me here is that of chadLevit when he says ‘

What is clear is that those who do something different and create compelling content that is easy to distribute, find opportunities where others find closed doors’.

In my understanding and experience, building a strong communitytakes time, dedication, commitment. When it is a corporate communitybuilding one is trying to build, there are features that need to be onthe corporate website that can enhance active participation. Thesefeatures include blogs, chat room, discussion groups etc. For personalwebsite, which is often refers to as blog, there should be plethoraengagement tools like comment sections, sharing tools like Digg,del.icio.us, RSS among others. These engagement tools promotecontribution, interaction among community members.The followings are some of the major factors that will promote activeparticipation, contribution as well as connection among brand’scommunity members.

. Reliability

Truthfulness:

This is alsoknown as dependability and trust of theinformation n the community. Moreimportantly, this will encourage community toopenly share and connect.2.

Dedication:

The dedication of the communityowner, builder will have to be tested. People do notcare how much you know but h

ow much you care stillholds water. Sharing and posting once in three monthscontent will not help active participation. Most highlypopulated, active communities have somethingeveryday or at worst thrice a week3.

Value/benefits

: What is the value of the community?Does the community promote global interaction? Will itcause a positive change of perspective that can bringpersonal or communal empowerment? Is the contenthighly applicable or self serving, ego-promoting?4

.Community Design/Aesthetic:

One other factor that drawspeople to a community aside from content is the brand communityaesthetic, design. Many will revisit the community and comment justbecause the brand community design appeal to them. This may serveas a mean of emotional connection for some. Though the number mayseem insignificant but it holds a possibility.5.

Setting right rules

: Most active online communities have rules.They do not promote abusive words, exchange of hot words, andhatred among community members.6.

Absence of too much technicalities

: Mostactive communities do not make it mandatory formembers to learn new software before they

canparticipate in discussion, before expressing theiropinions. I have come across few communitieswhich I really liked but which require that I signunnecessary forms, I normally move away.