When it comes to community marketing, seeing simplicity and clarity where there is none often has the effect of generating myths that take on a life of their own. These myths then undermine community marketing efforts and cause companies to waste money. Let’s take a look at 5 myths about community-based marketing currently making the rounds.
Myth #1: Size not only matters, it’s everything
The idea that bigger is always better is simply not true when it comes to community marketing. If you emphasize growth over engagement the people that helped your community get off the ground through their robust interactions will likely feel drowned out as new members flood in. Losing those bedrock supporters is often the first step toward irrelevance.
Myth #2: Father (or Mother) knows best
Online communities are a little like kids. You can try and imbue them with your infinite wisdom, but at some point, you have to let them go and be themselves. If you don’t, they’ll go anyway. They just won’t take you with them.
Myth 3: You can’t create a community
The idea that all online communities spring up organically is a pleasant fiction and nothing more. The fact is, it is more than possible to create an online community out of whole digital cloth. There are many examples of successful community building by entrepreneurs armed only with a good idea.
Myth #4: One niche/one community
There is a common myth that’s been circulating for some time that if there is already an established online community related to a certain product, person, or idea that there’s no room for another. This is nonsense. The online marketplace thrives on competition – your success or failure will have far more to do with the quality of the community you foster.
Myth #5: Community members exist to be sold to
Your community members are not consumer drones whose brand loyalty can be taken for granted. They’re human beings, there to have fun and engage with others who share their interests. Sure, community marketing entails marketing. But there’s a reason it’s called “community marketing” and not “marketing community”.