So you own or work with a brand and you publish a nice little website and company blog. You do the right thing by blogging all manner of company insights; the good, the bad and the ugly. You’ve built a nice little feedback loop and your community of readers and brand advocates aren’t afraid to tell you what they really think. Your comments area becomes a small focus group.
This is a great start, but you can’t forget about the broader community that you can’t see yet. Strategic community management is about engaging in conversations beyond the ones you’re hosting. You need to track what people are saying right now and talk to them. Pay particular attention to the influencers towards the centre of the crowd. A few words from these guys – good, bad, or ugly – will dramatically shift the perceptions of your brand both online and offline. There are lots of voices out there. That means there’s lots of active listening to be done. Word travels fast. Don’t miss your chance to right the wrongs and let your brand shine.