Avoiding Social Community Failure
Some very important lessons I learned from the book and my professor included why a business might fail at building a community. I feel like knowing this information will ensure the people implementing such communities are able to avoid any pitfalls in the future.Â
The book stated:
âSocial media initiatives fail most frequently because organizations focus on the technologies when they should focus instead on achieving a purpose through the collective behaviors that those technologies make possible. New behaviors aimed at purpose â not technology â provide business value.â
It is not about Facebook or Twitter or Instagram or LinkedIn. These are all vessels that can carry our message to an audience. Without knowing that purpose you want to fulfil it is like sending a message into an empty void. So, this semester I learned to look at analytics to see where your audience is. To craft a message that is right for the platform. But to always tie that message back to a business purpose that will help continue building a community brick-by-brick.
âThey fail because the organization lacks knowledge of the fundamental principles of mass collaboration.â
So many social media individuals were taught only to use platforms. Or how sharing valuable content can benefit both parties. But it is not until community building becomes an understood concept at an organization that it will be successful. So many the first step is not evaluation. Maybe it is education.
âThey fail because not all challenges are well-suited to mass collaboration.â
We learned that text-based conversations are not suited for Instagram. And long form communications are not suited for Twitter. But also, that business objectives such as opening a sensitive topic that could include trade secretes should not be done on social media.
âFinally, they fail because the organizationâs executives and managers lack the confidence to assign compelling purposes to communities and then allow the communities to find a way to fulfil their purposes.â
Along with the idea of educating the people at your organization you also knew buy in. You need executives and managers who will prioritize your tasks and approve budgets. But to also encourage employees to participate in company social media policies.












