by Randall CraigFiled in: Make It Happen Tipsheet, Blog, Content, Marketing, Social MediaTagged as: Business Platform, Facebook
Does this scenario sound familiar? You have built a vibrant community with much engagement… on Facebook.
But you now have a growing concern that Facebook will eventually make a change that will trash – or at least significantly stunt – your business model. Or worse, that your community will leave due to their alarm over Facebook’s profiling activities and disregard for privacy.
Then there is your realization that even though the community contains “your” prospects and “your” clients, Facebook actually knows more about them than you do. And if you do want to reach your community and beyond, you must pay for the privilege by boosting posts.
Finally, there is a growing recognition that a community on Facebook (or any other social platform) is really no better than being a tenant in someone else’s apartment building. Being an “owner” – building a community on your platform, not someone else’s – reduces risk, provides more control, and also allows tighter integration with marketing automation, CRM, and customer support systems.
As a result, many organizations are rethinking their Facebook-oriented community strategy. The key question, though, is HOW to migrate a vibrant group from rented premises (eg Facebook), to one fully under your own control. The answer: not easily, and not without risk.
Here are some ideas that can help, with a shout-out to Ronja Francoeur of the Braintrust Professional Institute:
There’s nothing wrong with using Facebook (and other social platforms) as a source for new leads. But the “community” that sometimes results need not be on the same platform. This week, re-look at any online communities that you have unwittingly created, and decide whether they should be moved to your own platform, and if so, when.
Digital insight: Communities centered on your products and services that are controlled by third parties are a challenging double-edged sword. On one hand, they spread your message far and wide. On the other hand, that message is not at all under your control. The way to use them is an important strategic decision. And while a decision made at one point in time may have made sense back then, it may not make sense today.
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