I was invited last week by Richard Meneveux, Editor in Chief of French Web to present on Community Management. Even that’s not what I do, and that I dislike very much this 2 words together (community and management), I agreed to go and share our vision on how to transform a business into a social business. Along with Eglantine Schmitt, Responsable du pole veille et community management at BlogAngels, I shared some of our best campaigns and how I see our world evolving . The one constant of business is that it is always changing….
My presentation is available here but this is not entirely the one I presented…I shared some of our digital campaigns that are not included. Some of my thoughts of the day are here:
It is very common for a brand to consider its audience on the web as a community and apply community management very much like a magic wand. The reality of the audience for brands goes far beyond just a Community dimension. The structuring of this audience and their expectations are much more complex and often use the community dynamics to address individual problems, claiming a sense of some sort of belonging which doesn’t exist can have in fact an opposite effect and be a source of misunderstanding between the brand and community.
In fact, a community can become one when a large majority of its members faced the same problem and they organize themselves to solve it together, so they might become a community, temporary, to get the outcomes they couldn’t have properly get if they were on their own.