Five Myths of Community Management

Community management as a discipline is evolving. It’s not just moderating boards and forums anymore (though there’s still a certain need and place for that). It’s becoming a pivotal and cross-disciplinary role inside companies that are bridging a social communications presence with their offline world.

It’s amazing to me the misconceptions that exist about this type of position, and it might be because roles like this are still new, and they vary from company to company (and always will). But I thought I might help dispel a few of the more common myths and assumptions about community management in hopes that we’ll find them more and more in companies of all sizes, and collectively understand them a little better.

Social Networking Is All We Do

I spend time on Twitter, blogs, Facebook, forums, and social networking sites as part of my job. But it’s not all I do. And I most certainly do not get paid to just hang out on Twitter and chat all day long (as fun as that might be in theory).

The social channels for me, especially Twitter, are like the phone to me. They’re communication channels through which I connect with people. So much like the phone or email are simply mechanisms through which you conduct your work, so too are social networks to me.

The difference is that Twitter and blogs and other social networks are communities of their own, so it’s a many-to-many atmosphere that brings additional value through continued participation. Whereas you can’t tap into an ambient conversation or discussion by waiting on the phone or by your inbox, Twitter and the social networking communities in which my customers participate are home to many conversations that I both need and want to be part of.  It’s networking and business development the old fashioned way, and it has immense value, even if the perception of online isn’t always parallel with that.

It’s Always Online

Online communities need the cement of offline interactions. People need the validation that the faces behind the avatars and the voices behind the comments are real, sentient beings with personalities. And as much as I will stand by the deep and valuable relationships I’ve built through online channels, what eventually solidifies those relationships for the long haul is the in-person connection I make through events or meetings or just a chat over coffee.

Even if your community is inherently online – a forum or exclusively online business or the like – there are still living, breathing human beings that are chatting away and contributing to that community in a valuable way. Taking the time to meet and connect with those people in person is, in my view, absolutely critical. It’s why I happily make events a part of my responsibilites and get on lots of airplanes to meet tons of people each year. I could do my job from behind my keyboard, but I’d be missing huge opportunities to build trust and affinities with people based on the age-old practice of bonding and human connection.

We’re Just Glorified PR (or Marketing) People

I write press releases and blog posts and do podcasts. I create content and media in all kinds of forms. But I’m not a PR person.

That’s not to say you can’t be a PR person AND be an effective community person. But as I’ve talked about before, being a community professional goes far, far beyond publicizing the work you do as a company. You’re doing business development work (I’ve stewarded nearly a dozen prospects through our sales pipeline this week alone, and I’ve tapped my history as a BD person and fundraiser to do that well). You’re a marketer and content creator AND a publicist. You’re a customer service person (I’m many of our customers’ go-to person when they have an issue, mostly because I’m a trusted and familiar face and they know they’ll get a response quickly).

There’s no one label you can slap on a community person and say that they’re just an old pro in new clothing. We’re a different and evolving discipline that needs to adapt based on the needs of the business. And it does every community person a disservce to park them in the communications basket and leave them there.

It’s a Job Anyone Can Do

Much like I alluded to above, the community role has evolved past the days when it was just a guy hanging out and moderating the chat for people being buttheads. And while not all community roles necessarily need to become complex business-focused roles, my belief is that’s where they’re going to be headed for many companies, large and small.

But the two types of roles couldn’t be more different. The community role I’m talking about requires business perspective, and a true passion for connecting the community and the people within it to the long-term goals of the business. It’s a symbiotic relationship that requires flexibility, professionalism, and an attitude of possibility. It’s asking for a lot in terms of time and resource commitments, and it’s ever changing. But one thing it’s not is just a job for a person who happens to have a computer and likes to chat online.

You Can’t Measure the Impact

I love this discussion. The whole “how do you measure the impact and value of a community role”? Because I almost never run out of examples.

How about measuring and demonstrating customer loyalty over time as demonstrated by repeat sales and referrals? How about tracking the volume and sentiment of the posts and comments written about you over a period of time? How about tracking not just the quantity of your fans and followers, but how engaged they are with you (and you with them) over time as illustrated by tracked conversations, responses, and discussions? How about trending your share of conversation, both within your industry and amongst your competitors, over time? How about tracking specific inquiries and leads that come through your various community channels? How about tracking the number of customer service issues that are resolved or at least stewarded through community channels, and tracking their resolution rate (as compared to those that are handled through more traditional channels like phone and email)?

The list is nearly endless. Look at your current marketing, communications, sales, and customer service metrics. Think to yourself “How does  my building stronger relationships and trust with our customers and prospects positively impact these measurements?” The hard work is in doing the benchmarking and tracking. But measurable, it is.

What Say You?

Speak up, oh community mavens! Tell me what folks just don’t get about what you do. And for those of you that might be wondering if there’s value in these types of roles, I invite you to challenge us here. Tell us what you want demonstrated and articulated in order to show that community is valuable to business.

Comments, aweigh.

Why The Trust Agents Fan Page Works

I’ve never been much of a Facebook evangelist. I know you’re out there, and I respect that, but I’ve just never seen the WHAM that makes me understand the business value of what Facebook really represents for a company.

I got a clearer picture today with the fan page for Trust Agents. (If that link doesn’t work because Facebook is dumb, go to your FB page, search for Trust Agents, and there you go.)

I tweeted that I thought this page was really well done, and many of you asked why. So, here you go.

(Oh, and as a perhaps-unnecessary-but-what-the-hell disclaimer, both Chris and Julien are what I’d consider to be good friends, and I hope they feel the same. So in case I need to disclose that I like and admire what they do to make you feel comfortable with my opinions, here you go. I’m biased. Hell, it’s my blog. Everything here is biased.)

What’s Awesome

• This page has absolutely nothing to do with buying the book. They didn’t build this as their sales channel. It’s about the principles behind the book. That gives it longevity long after the book sales have cooled off.
• Both Chris and Julien immediately and actively starting conversing with the fans on the page. Not just posting their blog posts or more ways to buy the book. It’s a dialogue, and it’s access to the authors themselves. They genuinely want to be there, talking with people.
• They’ve elevated the idea of Trust Agents into a broad discussion and spurred it on by asking questions or throwing out nuggets for others to respond to. They don’t feel compelled to be the center of the network, but rather be the catalysts.
• They’re making great use of the Discussion section to start with, and their commentary moves the discussion forward and shines the spotlight on others.
• Both Chris and Julien are posting frequently, which keeps folks interested in coming back to see what’s new. Facebook seems to work best when it’s active and lively.

What I Want To See More Of

• The “Discussion” section. I can’t wait to see more of the posts that Julien and Chris share from other people that embody the messages they’re trying to convey.
• Photos. Videos. More visual stuff.
• I want stories about real-life Trust Agents. Hell, I don’t even know what that MEANS yet since I haven’t read the book (though I think I have a good inkling). But I want notes and anecdotes of people who are embodying this idea. Why? It inspires others to see Trust Agent in different lights.
• Stuff I can take with me and share with others. Not stupid website badges, but something with substance that would help me evangelize what they’re doing outside of the page.

My Conclusion?

This whole little endeavor taught me something. Something I think will change how I look at Facebook from now on.

Part of what Chris and Julien got right – whether by happenstance or design (and I’m guessing the latter) – is that this page never, ever showed up FIRST. It wasn’t a billboard or an advertisement that was meant to initially convey an idea (or a product).

Instead, Chris and Julien did exactly what I’m imagining their book discusses. They’ve spent months (nay, years) building reputations and credibility for their work. They’ve talked generously with the community throughout the writing process, never acting as though they were hotshots with all the answers, but more like a couple of explorers on a journey. The book is an exciting evolution because we already believe in what these guys say. Because they show it, through their work, even when that work comes without pomp and circumstance.

So I’m beginning to think that Facebook is not a starting point for a brand, but a destination. A place at which to arrive after you’ve established a modicum of trust and credibility with your community elsewhere. Almost as a way to say “Hey, we know you’re out there. We’ve seen and heard you, and you’ve told us you want to talk about something bigger. Want to come hang out for a while and chat?”

I see lots of businesses starting with Facebook because it’s easy and cheap. But I’m starting to think that it’s putting the cart before the horse. It’s starting to feel to me like you need to become the Trust Agent first, before you can effectively set up an outpost like Facebook – a hangout, of sorts – that people want to frequent and come back to after the first time they sign up.

So that’s my .02 on what’s starting out to me as a great use of a Fan Page. And I’m excited to buy the book when it comes out. Have you got thoughts to share? Does their page work for you?

Sometimes Kool-Aid Is Okay

You’ve heard the variations on the phrase “Drinking the Kool-Aid”. People boasting that they didn’t, people criticising others for doing so. Ragging on someone, even, for drinking their own Kool-Aid.

I want to take a moment to draw a very important distinction between blind, sheep-like following or zealotism and true enthusiasm. I think we’re killing the latter in favor of quashing the former.

Emotion matters, dammit.

Passion and emotion are critically important, even in the cold, clinical world of business. Passion is what drives people to focus attention on what they love. Enthusiasm is what keeps people coming back to an interest or a cause, even in the face of challenges. I think we can probably all agree on the role of these elements in doing something well.

But we’re establishing a bit of a bad habit in lumping in those that are passionate about something into a pile of “Kool-Aid Drinkers”. Most especially, once someone becomes known for their field of expertise, applies their knowledge with passion, and develops a following of enthusiasts, we’re awfully quick to label their fans as those who’ve sipped the intoxicating beverage, and implying by default that their enthusiasm is based on something lacking substance. As if the person or thing they’re excited about loses their value the minute more than a handful of people discover what they’re doing.

It’s the indie band analogy I’ve heard a few times: you love your obscure little band until they hit the mainstream. Even though the music is the same, being popular suddenly makes them uninteresting. Huh?

The Blind Following the Blind?

Okay, I completely understand the Lemming Principle. There will always be a contingent of folks that blindly latch on to something, either because they lack the originality to come up with something of their own, or because they want to belong to something bigger, or simply because they understand something on the surface and it sounds like an okay idea.

Perhaps they’re impressionable. Perhaps they’re lost. And yes, sometimes they’re misguided, easily turning from a follower into a zealot preaching off of someone else’s notes (and notes that are either lousy to start with, or that they may not understand).

But what the heck says that just because I like something or someone that’s popular, I’ve somehow sold out? That I’m basing my enthusiasm on “being cool” or chasing something mainstream when, in fact, I may really and honestly like and be passionate about what they represent?

I’m Cool with Kool-Aid

I like and am enthusiastic about a lot of popular things. I’m a fan and an advocate of Apple products, regardless of their clever advertising. I think Chris Brogan does incredible work – and he did that kind of work long before anyone knew who the hell he was. I think David Armano is gifted, and Seth Godin has an amazing ability to articulate true marketing better than anyone I’ve ever read otherwise.

I listen to and love big ticket bands like Rush, Radiohead, Nine Inch Nails, and even Kelly Clarkson (though you can keep your Coldplay). I drive a Honda, and I love it. I read New York Times bestsellers. I shop at Target. (And to bring this full circle, I still utterly and completely believe in the power and impact of social media and yes, Twitter. I don’t give a rip if Oprah showed up and CNN won’t shut up about it.)

And the key? I think all of these people, companies and concepst have retained their value even once they hit the mainstream. I’m proud to be a fan of their work.

Sometimes, products or people become well known because they’re of high quality. They’re good. They’re helpful. They’re compelling or interesting or fun to be around. And whatever the tipping point for moving from unknown to well known, I don’t think that progression negates the quality that’s there in the first place. In other words, just because something’s popular, it doesn’t mean it’s automatically without value.

Is the sticking point that we think with popularity comes less of a focus on quality? Is it that we believe that true quality doesn’t scale? Does someone or some other business’ mainstream success make us envious, so we rail against it because we can’t duplicate it? Do we think we’re less unique individually – less likely to stand out ourselves – if we join a mass following?

You can call me a Kool-Aid drinker if you want, I don’t mind. I’m still passionate and enthusiastic about things that lots of other people like, too. Because to me, value begets popularity and attention. Not the other way around.

photo credit: chrisdlugosz

You Gotta Wanna Hear It

I’ve been running around lately at a bunch of conferences and meetings and such, and I’m starting to recognize a bit of a pattern.

One question that comes up a lot around listening and community engagement is what, exactly, you do with the information you find in social media when you get out there. Listening tends to overwhelm folks because aggregating all that stuff – brand conversations, industry conversations, competitor chatter – is big work.

And sometimes, I think the fear behind listening starts with not really wanting to hear what’s being said in the first place.

You Have To Want It

There’s a wealth of information out there in social media. There truly is. Vast swaths of information about what people think and feel. Sometimes it’s about your brand. Sometimes it isn’t. Both have value.

But the hardest bit is that if you’re going to listen, you have to want to hear. That means it’s not enough to say okay great, we listened. Here’s all the stuff. They said or didn’t say this. It was good. It was bad. It was ugly.

If you stop there – if you just put all that information in a file and think you’re educated, you’ve only gotten halfway to the finish line.

It’s About What You Do With It

Sometimes listening is hard. It opens up the door to things that you might not have wanted to hear. It points to weaknesses or shortcomings. It can also open your eyes to huge opportunities to embrace positive momentum, learn from successes, and understand what your community and customer base is asking of you.

But you have to approach listening with this mindset: We are listening so that we can better inform our future decisions, and take action based on what we learn.

(In fact, I’m thinking we should develop the Listening Pledge or something. On my honor, I will try… oh, nevermind.)

Sometimes that action is changing something. Sometimes it’s staying the course and doing more of what you’re doing. Sometimes it’s just taking intelligence into consideration for future decisions or strategies. But it’s always about keeping an open mind and taking what you hear as an opportunity to be better at what you do.

Listening is Knowledge

Stop fearing the negative. Stop worrying that you’re going to hear something you don’t like. Why? It’s being said anyway. I’ve said it before: social media didn’t create criticism. It just made it easier to hear. And for heaven’s sake, if someone is unhappy with you and that’s preventing them from buying something, sticking around, or telling other people nice things about you, why wouldn’t you want to know, and do something about it?

Listening passively isn’t enough. It’s a start, but you gotta want this. You have to approach this critical first – and continuous – step in social media with the attitude that you don’t always know everything, and that you can learn a lot based on what you hear.

So that’s my bit for the day. I’m going to keep trying to help folks listen with the right mindset. How about you?

Our Responsibility To Our Communities

A barn raising is a community effort. It’s something that’s done to aid a family – often more than one – with one of the most labor-intensive and expensive parts of getting settled domestically. It’s something that’s built collectively, because it’s an impossible task for just one person (or even a handful of people) to complete. It literally takes a village. And without barns and the group effort to build and tend to them, the community itself will suffer.

Communities – online and off – are ecosystems of their own, too. They’re not built. They grow, and they have to be collectively nurtured in order to survive. They don’t just exist without tending, and the people that make that happen are NOT the “community managers”. They are the community members themselves.

We can agree on that part, right? Okay good. Now here’s the rub.

If you are a member of a community, and if you are asking for and expecting the benefits of that acceptance, you have a responsibility to contribute to the community in a constructive manner.  It is your responsibility to ensure that you build instead of tear down. It is your responsibility to steward the health and future of that community as one of its inhabitants.

That’s not to say you can’t disagree, engage in intelligent discourse or respectful dialogue, or hold differing opinions. But if you’re asking to be part of that group of people and asking for them to embrace you (including exercising your freedom to speak your mind), you bear the responsibility of creating dissonance with a positive purpose. Being contrarian for the sake of it is utterly valueless.

Why? That community isn’t owned by you, and it is not your stage. You didn’t build it alone, and you are not entitled to take a hammer to its walls because it pleases you or makes you feel important behind the shelter of that keyboard. That community is collectively invested in, and you are a part of it. You are not it’s purpose nor its sole steward. Simply put, it’s not about you.

The whole is greater than the sum of its parts. That’s what makes communities powerful.  You are not entitled to membership and acceptance. The community does not owe you anything. Truly being a part of something bigger than yourself means that you earn it. So if you enter communities to tip tables, throw rocks, leech off of others and leave a trail of self-important debris in your wake, you aren’t a community member. You’re a vandal.

We have many platforms that are open and freely accessible today for us to speak our minds, share our thoughts and opinions, and express our individuality. It’s an amazing time to be an individual voice.

But that does not and never will negate the need for respect, and the recognition that you are raising a barn upon which others will also come to rely. Can we learn to behave accordingly?

photo via Wikipedia