Community Management, Brand Communities

6 Common Mistakes in Online Community Development


Many of the myths surrounding online community development are proliferated by common sense conclusions. Creating an online community has a basis in science—but best practices that seem clear-cut on the surface become much more complicated when you dig deeper.

Communities on the web function much like real-life communities; they unite around a specific focus and often pursue common goals. They fulfill the needs of your members by driving learning and networking that enriches the personal or professional lives of everyone involved.

Creating that value for your membership requires a deep understanding of your audience’s motivations and goals. Only then can you define the business goals of your community. It’s natural for community managers to make their goals the priority. But they can’t reach those goals without fulfilling their responsibilities to their membership.

Based on popular myths, here are six common mistakes that community managers make in online community development.

Community Management, Brand Communities

The Five Reasons Why Most Facebook Brand Pages Aren’t True Communities


Jessica Malnik is a PR/marketing coordinator, social media specialist, videographer and an avid blogger. Visit her blog for social media, technology, public relations and marketing ramblings. What are the defining characteristics of a community? It’s a topic I’ve been pondering more and more lately. Is it about geography, common interests, socio-economic similarities, or similar viewpoints? […]

Community Management, Content Marketing, Social Media Measurement, Social Media Strategy, Brand Communities, Social Media Optimization

Crystal Light Challenged Getting Ready For Bikini Season

Lisa Loeffler

Guest post by @Lisa Loeffler, Research & Analysis Lead at Convince & Convert. She is also founder and principal of Genuine Media, a marketing agency that helps clients build their individual and brand reputation through social media. It started out innocently when I saw Crystal Light’s new TV commercial last month. After rewinding it a […]

Community Management, Digital Marketing, Social Business, Search Marketing Advice, Social Media Monitoring, Social Media Staffing and Operations

Use SEO to Improve Your Social Media Listening


Listen! It’s the first commandment of every social media program. Pay attention. Find out who is talking about you, in what capacity, and where. It makes sense. You can’t use social media as the new telephone unless you know how to get a dial tone first. But almost every company I come across could and […]

Community Management, Social Business, Social Media Research, Social Media Strategy, Social CRM, Social Media Monitoring, Social Media Research, Social Media Staffing and Operations

70% of Companies Ignore Customer Complaints on Twitter

social telephone

Do you have your copy of Youtility: Why Smart Marketing is About Help not Hype? Visit Amazon or Barnes & Noble to get your copy now! Despite increasing numbers of customers using Twitter to publicly complain about brands, the vast majority of companies respond in the exact same way….with the quiet of contempt. New research […]

Community Management, Social Media Measurement, Social Media Research, Brand Communities, Social Media Research, Social Media ROI

Don’t Ignore Social Media’s Research Value

Domino_s Pizza Free Photo Contest –

Co-written with Kyle Mensing, an economics grad with a creative bent who is trying to merge business and social. Our intrinsic understanding of opportunity cost is what defines us as people. Our preference of city to country, work to play, beer to wine, restaurant to home cooking, video games to books, television to the outdoors, […]

Community Management, Guest Posts, Social Media Tools, Brand Communities, Facebook

5 Tips for Using Facebook’s Moderation Blocklist

Facebook Moderation BlockList

Guest post from Jessica Carlson, a social media manager at Off Madison Ave who specializes in building social communities that create brand loyalists and garner key insights. “Censorship reflects society’s lack of confidence in itself.” -Potter Stewart Facebook recently released a Moderation Blocklist, a functionality that allows Page administrators to set parameters around certain keywords, […]

Community Management, Convince and Convert, Social Business, Social Media Monitoring, Social Media Staffing and Operations, The Now Revolution

3 Ways to Tell a Social Media Problem From a Crisis

social media crisis

What constitutes a crisis? Discovering that someone has left a review saying they saw a mouse at your restaurant is certainly disconcerting. But is it a crisis? No. The social media monitors in your organization need to have a mutual understanding of what is a real crisis and what the subsequent escalation procedures are. Merriam-Webster […]

Community Management, Convince and Convert, Social Media Case Studies, Social Media Book, Social Media Monitoring, The Now Revolution

3 Ways to Capitalize on the Opportunity Economy

The Opportunity Economy

Social media isn’t all about planned campaigns and editorial calendars. In some cases, the best way to make an impact – to win the hearts and minds of customers and prospects – is by being timely, hyper-relevant, and individualized. This is contextually appropriate, just-in-time marketing where you find a chance to engage authentically, and you […]

Community Management, Convince and Convert, Social Business, Social Media ROI

6 Parts of Your Company That Should be Listening to Social Conversations

listen man

“Once upon a time, customer contact was centralized around the switchboard, and the phone was the preferred method for communication between companies and customers. When it rang, you answered, because it was likely a customer or a potential customer on the other end of the line. Now, the calls are coming through online, via the […]

Community Management, Convince and Convert, Digital Marketing, Social Business, Integrated Marketing and Media, Social Media Monitoring, Social Media Staffing and Operations, The Now Revolution

3 Key Roles to Make Your Social Team Scalable

3 Key Roles to Make Your Social Team Scalable

One of the continuous discussions and questions surfacing in the social media chatterbox is that of “who owns social media?” Is it marketing? Public relations (PR)? Customer service? The answer is . . . yes. For the long-term, anyway. You’re not likely at the point yet where you have social media wired into everything. Right […]