If Online Communties are So Great, Why Isn’t Everyone Doing Them?

May 12th, 2009 by Matthew Rosenhaft Leave a reply »

Simple answer is that doing online communities correctly takes work, planning, and coordination. Here are the reasons online communities fail:

Why Isn’t Everyone Doing Online Communities

Online communities aren’t for everyone; however, each of these concerns can be overcome with a good solid approach, coordination, and a subject matter expert. There are methods for managing the workload, handling the design, developing sufficient content, driving adoption, etc.

However, if you sell pencils for a living, don’t expect to sign up a millions and millions of users. How many pencil enthusiasts can there possibly be? A more realistic model may be to leverage the distributor network to create a more targeted community that supports the distributors efforts to marketing and sell the pencils through the channel. the scope maybe smaller, investment more controlled, AND expectations less of this type of community. All of the benefits to SEO, engagment, and sales, but proportional.

Bottom line is that an organization can be very successful leveraging online communities for marketing, but there has to be a well thought out plan with reasonable expectations.

Matthew Rosenhaft

Matthew is a Social Marketing Executive and is co-founder of Social Gastronomy, LLC and the Social Executive Council. Prior to founding Social Gastronomy, Matthew has over 18 years’ experience as an executive in marketing, product management, and sales. Matthew has an extensive background in the SaaS Software, Social Media, Mobile, IT Services, and Telecom industries. He has prior entrepreneurial experience as a founder and executive in several early-stage venture-backed technology companies, as well as, holds several US patents for a mobile marketing technology. Matthew is a prominent blogger and regular industry speaker on social marketing and strategy topics. Matthew’s blog can be found at www.socialgastronomy.com/blog. For more information on Matthew, you can check out his LinkedIn profile at www.linkedin.com/in/rosenhaft or contact him directly at mrosenhaft@socialgastronomy.com.