What is an Online Community
Thanks to the advent of the Internet, the way we market to consumers and other spheres of influence has changed. Marketing used to be, “I talk and, consumer, you listen.” Now, it’s “The consumer talks and we listen.” Consumers are using blogs, wikis, instant messages, email, text messaging via wireless phones, and social networks like Facebook and MySpace as their bully pulpit to talk to each other about our brand, products, people and services.
Not only must we listen, we must engage. It is no longer a matter of top-down, command-and-control communication. It is a matter of entering into a conversation with our target market which allows them equal time and which gives them talking points they can use to influence their network on behalf of our brand.
Consumers are growing increasingly skeptical of marketing messages and disdain interruptive marketing tactics. They value transparent, honest, authentic communication where their voice is heard and appreciated. They also hold companies to a higher standard than ever before. Woe to the company that does not understand this. Consumers will ensure they pay the price for their lack of attention.
While the Internet has given consumers tremendous advantage in terms of controlling the marketing messages they receive, the web is no respecter of persons. What works for consumers will also work for marketers. We, too, can use blogs, social networks, and other forms of new media to listen, respond to, and engage consumers.
Social networks provide a low-cost, high-results tool for community building, competitive differentiation, marketing and sales. Plus, the software is much simpler than what is required for websites, so any organization can easily generate content and maintain a social network. Also, social networks serve as the perfect complement to an organizations’ main business Web site as a means to create an online community among consumers or constituents.
An online community provided by Blogging Systems is an interactive and unique way to reach your customers, prospects and other target markets. Community PublisherTM, Blogging Sytems' flagship blog software creates an online community, branded with the hosts' identity to increase brand awareness and create both online and offline bonds.
Blogging Systems has given our clients a way to stop talking at people, and start talking to them. Online communities enable a conversation with customers and prospects in an authentic, genuine tone of voice that encourages interaction, builds consumer trust, and fosters loyalty.
Technically speaking, social networking technology is very easy to use, requiring little if any technical expertise. You don’t have to wait on IT staff or a webmaster to update your site. You can do it quickly and easily. Just write, post, and publish. If you can send an email, you can create content on your online community.
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