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remain involved and committed for the long haul. As team members change, be sure to have the
processes and procedures in place to make it easy to onboard and integrate new teams and peopleso that the experience remains relevant.
7. Get the ball rolling for your members.
Whatever the aim of your community, seed your community with examples of appropriate content.Manage a content schedule so that there is a consistent motivation for people to return. Goodcommunity engagement should operate under the “70/30 rule.” 70 percent of the activity and
content should be from the community, while 30 percent should originate from the brand. Don’t
use your 30 percent to display existing marketing materials. Provide your community with content
that they can’t ind elsewhere. If you want to increase engagement, then you need to focus on being
raw, candid, and direct.
8. Eyeballs equal answers. Do what you can to get the word out.
Ensure your employees, partners, and customers use both online and ofline social networks to
help get the word out about your community. Post things to YouTube, Twitter, Facebook, and othersocial media sites. Make sure they all have trailers and links that lead back to your site. The more
people are talking about your content, the more users you’ll attract. Do not overlook traditionalpromotional tactics, such as press releases and invitations (printed and personal) to encouragenew users to your community. Eventually, it should be dificult to tell where the brand stops and the
community starts. Community generated content should be syndicated everywhere. The voice of
the customer resonates ininitely more than the voice of any employee.
9. Leverage employee parcipaon in your community.
Have employees generate content and help answer questions. Promote them as experts. Customers
love to communicate with the people who can actually stimulate change. Establish community
participation as a metric for employee performance reviews. This metric may be part of a largerset of metrics focused on “customer engagement” or “market engagement.” Involve subject matterexperts from throughout your organization. Give them a mandate to speak and inform on topics
they are interested and and knowledgeable in. However, don’t monopolize the conversation, be
transparent, and always add value.