Another key to successful communities: shared passion
June 26th, 2008
Fundamentally, the vast majority of people want to be a part of something bigger than themselves. Whether it’s a sports team, religion or even a company, people desire a sense of belonging.
But you know what? Companies have to be willing to be a part of something bigger than themselves as well. We see companies all over the place having conversations, but they are trying to own those conversations – and that’s a no-no. Almost a “tell us how great we are” kind of thing. What most of them don’t realize is that they can’t own the conversation. Because the context, subject and passion is bigger than any one company. They have to realize that you can’t own passion. Sure, you can have passion, but own it? Good luck with that. So the best way for companies to approach social communities – both online and offline – is to find that place where there is a shared passion between people and brands.
That’s where those conversations should live. And that’s where they will thrive. If you become the conduit for passion (instead of trying to own that passion/conversation) then – and only then – will you begin to build credibility.
Other posts by Spike.
Angela Daniels says:
I think another key here is for a company to be open to recognizing there IS passion beyond their corporate walls and to honestly share that same intensity of emotion for the product or services they offer. For this to happen, the company players themselves have to have true passion - a passion which transcends a drive for profit and statistical growth. If a company starts there, then they can truly be open to meeting their customers online/in person to discover what shape that passion takes in the real world (oh hey, I LOVE the Real World) and learn to embrace this shared experience on the customer’s terms.
June 26th, 2008 at 7:10 amRusty says:
It takes a lot of trust to let the customers and community members tell the story, and though it takes the power out of your hands, the point is…it gives you power. It’s how all the strongest communities are built (see http://logiclane.wordpress.com/2008/06/26/two-nations-and-an-empire/).
June 27th, 2008 at 7:58 amlove is a circular transaction « says:
[...] it helps us connect with people over something BIGGER than ourselves (jeez, guess that’s a brains on fire thought, [...]
June 27th, 2008 at 9:16 am