Logo
BodyBGTop
Crumbling into Communities
Even as Facebook's membership nears the half-billion mark, your customers are splintering into thousands of other communities. Whether or not these groups are yours, you need to pay attention.
For the rest of the June 2010 issue of CRM magazine please click here
Page 1



“Community” and “communication” sound so much alike that we’re often shocked when we rediscover how ill-suited either one really is in driving the other. Part of the problem is that communication thrives on simplicity, whereas the best communities emerge from a messy morass. Communication is best when it’s linear, and, at most, two-way; community is multiphasic and multidirectional. Communication is (occasionally creative) order; community is (mostly controlled) chaos. What the two have in common is the frequency of failure—though for opposite reasons: Community withers from too little activity; communication gets bollixed up when there’s too much. But the hidden value of social media is that it somehow manages to empower both. Communication enabled by social technologies is nothing short of revolutionary, with innovative tools and channels appearing with startling regularity. The new communities we’ve seen thus far, though, are generally more evolutionary—like-minded people gravitating to each other as they always have, the only difference being that now neighborhood sewing circles and local hobbyists are no longer restricted by geography.

Well, maybe that’s not the only difference. The barrier to entry has been lowered for communities, and as a result we’ve been creating, joining, signing up for, friending, and otherwise connecting with communities at a pace more frenetic than ever before. With so many slivers of ourselves—and so many slivers of each customer—on display, we run the risk of developing multiple personality disorders. Think of today’s communities as Segmentation 2.0—opt-in segments that are self-aware, and that know when they’re being targeted. 

The communities in this issue are internal and external, controlled by companies and independent of them. But these communities are communicating, and that’s saying something.

Page 1
To contact the editors, please email editor@destinationCRM.com
Every month, CRM magazine covers the customer relationship management industry and beyond. To subscribe, please visit http://www.destinationCRM.com/subscribe/.
Related Articles
It's a matter of technology and numbers.
Making conversations the center of innovation and business strategy.
Tips for eavesdropping on social media conversations.
Cows browse. People communicate.
Transform CRM to recognize the power of self-organizing groups.
What does it mean for loyalty and engagement?
How to drive adoption of social media at the enterprise level.
The peer influencer in the era of the social operating system and the distributed online community.
B2B social networking and online media can maximize channel business.
What many marketers overlook — and why.
Evoke CRM study ranks the most social CRM companies on the Web.
In Part 2 of its study, Evoke CRM study ranks the most social CRM companies on the Web.
 
Search
Popular Articles
 

BodyBGRight
Home | Get CRM Magazine | CRM eWeekly | CRM Topic Centers | CRM Industry Solutions | CRM News | Viewpoints | Web Events | Events Calendar
DestinationCRM.com RSS Feeds RSS Feeds | About destinationCRM | Advertise | Getting Covered | Report Problems | Contact Us