Mistakes to Avoid or 14 Ways to Destroy your Online Community

Mistakes to Avoid or 14 Ways to
Destroy your Online Community

Don’t get business buy-in or executive sponsorship or
budget before starting your online community

The executives understand
nothing about this social
stuff! Just do it without any
formal sponsorship or even
a social media policy. The
other employees won’t
mind.

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Don’t bother to create a business strategy, mission and vision of
your online community
Don’t bother paying
attention to all those geeks
and marketers and all this
noise about social media
generation and changes
businesses are experiencing
due to social networking.

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Hire the tool vendor to show you the way in the social media
world

They are software
vendors so they must
know something about
business strategy, right?
They will be able to do
revenue models and
business goals for you.

Email:

Don’t bother integrating social feedback data into your
organization

The information gathered through
your online community is not so
important and creates more work
for the IT people. Just engage
online and ignore the analysis and
reports. It’s all about marketing
anyway — right?

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Throw full range of features at the wall and hope
something sticks
Add as many new features
to your community as
possible to make sure it’s
filled with all latest stuff.
Business people love to
struggle and learn how to
use new tools.

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Just let PR people do all the work or, better yet, outsource the
whole social project
Who cares about customer
relations and the idea that
successful online
community is about
building relationships? Let’s
that agency tweet the heck
out of this content,
webinar, idea, etc … people
will love it!

Email:

Everyone loves a surprise, so don’t bother launching with a
beta group
Involving users in the design
of the community takes too
much time. Just design the
features and functions
without them and assume
they will like it because you
know better than your
customers and members
about what they want.

Email:

Don’t “feed” your community once it is open

Fill it with people by hiring
a marketing team and just
see where things go.
Assume the members will
do all the work from the
start and they don’t need
content or assistance after
they have joined.

Email:

Bigger is always better, size is THE most important element of
success
Meet your membership growth
goals with anyone and everyone
regardless of their relation to your
niche and demographics . If they
have an Internet account they are
welcome, even if they have
nothing in common or interest in
collaborating with other members.
The numbers prove we are
popular.

Email:

Be sure to monetize the community at every opportunity

People like to be annoyed
with micro-payments and
teasers when they are
using Internet. Ignore the
business strategy or never
develop one. Just give
people lots of opportunity
to pay for access and
content at every turn.

Email:

Assign any underutilized employee as a community manager

Regardless of their ability to
moderate or facilitate
knowledge sharing. This will
give them something to do.
You won’t need to train
them on best practice —
there are no new skills
involved in doing social
business.

Email:

Don’t bother with a newsletter or steady, predictable
communication to members
Of course they will
visit your community
during their busy work
day and they’re sure
to remember and
bookmark your site.

Email:

Don’t evolve the business based on member feedback
and suggestions
A community is done at
launch. Go tell your
investors and executive
team the community
mission is accomplished
as soon as the site is up
and running and don’t
look back.

Email:

Measure everything, even meaningless metrics — you
want to look good!
Counting posts, members
and never mind their
engagement, relevance or
visit frequency. One-time
visits all make you look
really good and don’t try to
show how those numbers
serve your business and
customers.

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Mistakes to Avoid or 14 Ways to Destroy your Online Community

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Mistakes to Avoid or 14 Ways to Destroy your Online Community