Comments on: The Long Tail of Community http://www.chrisbrogan.com/the-long-tail-of-community/ Learn How Human Business Works - Beyond Social Media Sat, 20 Mar 2010 20:59:01 +0000 http://wordpress.org/?v=2.9 hourly 1 By: Essential Skills of a Community Manager | chrisbrogan.com http://www.chrisbrogan.com/the-long-tail-of-community/comment-page-1/#comment-141117 Essential Skills of a Community Manager | chrisbrogan.com Tue, 14 Oct 2008 02:55:16 +0000 http://grasshopperfactory.com/cbc/the-long-tail-of-community/#comment-141117 [...] discussed what I want in a social media expert. I’ve even written about how we might do community management wrong. Here are some pieces of the puzzle that I think are vital to the role, and to its adoption [...] [...] discussed what I want in a social media expert. I’ve even written about how we might do community management wrong. Here are some pieces of the puzzle that I think are vital to the role, and to its adoption [...]

]]> By: Brand Manager 2.0 « http://www.chrisbrogan.com/the-long-tail-of-community/comment-page-1/#comment-128713 Brand Manager 2.0 « Thu, 24 Jul 2008 16:11:41 +0000 http://grasshopperfactory.com/cbc/the-long-tail-of-community/#comment-128713 [...] abreast of the conversations and the needs of different sets of people. That makes me more of a communities manager. Is this the natural evolution of the brand manager. Wait, that’s not all, I also have a [...] [...] abreast of the conversations and the needs of different sets of people. That makes me more of a communities manager. Is this the natural evolution of the brand manager. Wait, that’s not all, I also have a [...]

]]> By: michelle lamar http://www.chrisbrogan.com/the-long-tail-of-community/comment-page-1/#comment-59761 michelle lamar Sat, 11 Aug 2007 15:07:14 +0000 http://grasshopperfactory.com/cbc/the-long-tail-of-community/#comment-59761 Great post, great point. You said what I've been thinking for a long time. You just said it way better than I ever could have. Great post, great point. You said what I’ve been thinking for a long time. You just said it way better than I ever could have.

]]> By: TheFemGeek http://www.chrisbrogan.com/the-long-tail-of-community/comment-page-1/#comment-59180 TheFemGeek Wed, 08 Aug 2007 16:53:56 +0000 http://grasshopperfactory.com/cbc/the-long-tail-of-community/#comment-59180 I think "the premise that companies can hire someone to make their product more loved by a group of people" actually worked fine in the "olden days" when the only form of communication was radio, the new invention called the television, and any kind of billboard ad. It worked well then because people at that time mostly communicated within their neighborhoods and possibly at the workplace, which wasn't far from their neighborhood, and most likely everyone agreed on a particular way of life. It was The Man in the Grey Flannel Suit" era. But you're right that today it is silly to follow that premise because communities are no longer defined by your neighborhood and workplace. Technology has widen the definition and now it is associated more with reaching out i.e. social networks. I think Facebook is a prime example of this just in it's platform (compared to Myspace) as it use networks to show how we are reaching out. I have friends in Canada, Scotland, Pakistan, all over. This is my community. Can they honestly feel that we all agree on liking everything the same. NO. So you need to start looking inside the community and finding out who likes what and letting them reach out to their "network buddies" as if they are campaigning for the product, the idea, or possibly a solution. I honestly do feel that if you try to use the concept "make their product more loved by a group of people", today you will turn away even the person who may be able to use what you have to offer. Because now people are starting to interact in a way that requires the connection of these new networks. If I buy an iPhone, is it really a cool device to use because of it's cool capabilities or is it more because I know that I have friends who use it as well and can share in the experience of those capabilities. In some cases those capabilities can only be used by sharing. Just my thoughts I think “the premise that companies can hire someone to make their product more loved by a group of people” actually worked fine in the “olden days” when the only form of communication was radio, the new invention called the television, and any kind of billboard ad. It worked well then because people at that time mostly communicated within their neighborhoods and possibly at the workplace, which wasn’t far from their neighborhood, and most likely everyone agreed on a particular way of life. It was The Man in the Grey Flannel Suit” era. But you’re right that today it is silly to follow that premise because communities are no longer defined by your neighborhood and workplace. Technology has widen the definition and now it is associated more with reaching out i.e. social networks. I think Facebook is a prime example of this just in it’s platform (compared to Myspace) as it use networks to show how we are reaching out. I have friends in Canada, Scotland, Pakistan, all over. This is my community. Can they honestly feel that we all agree on liking everything the same. NO. So you need to start looking inside the community and finding out who likes what and letting them reach out to their “network buddies” as if they are campaigning for the product, the idea, or possibly a solution. I honestly do feel that if you try to use the concept “make their product more loved by a group of people”, today you will turn away even the person who may be able to use what you have to offer. Because now people are starting to interact in a way that requires the connection of these new networks. If I buy an iPhone, is it really a cool device to use because of it’s cool capabilities or is it more because I know that I have friends who use it as well and can share in the experience of those capabilities. In some cases those capabilities can only be used by sharing.

Just my thoughts

]]> By: CT Moore http://www.chrisbrogan.com/the-long-tail-of-community/comment-page-1/#comment-59164 CT Moore Wed, 08 Aug 2007 14:32:35 +0000 http://grasshopperfactory.com/cbc/the-long-tail-of-community/#comment-59164 I think the problem that non-online-centric businesses have is a lack of understanding, and people tend to fear what they don't understand. Communication professionals have spent decades honing their media and public relations skills, and now there's a whole new facet of "new media" that they likely feel intimidated by because they don't know it inside-out like they do other forms of media. What it comes down to, though, is that there's an ADDITIONAL facet to the realm of communication, and any serious professional needs to understand this new media facet as well as the more conventional forms if they are going to be effective communicators. I've tried quelling Strumpette-style backlash against this facet, but to no avail as of yet: http://gypsybandito.com/front-page-20/ I think the problem that non-online-centric businesses have is a lack of understanding, and people tend to fear what they don’t understand. Communication professionals have spent decades honing their media and public relations skills, and now there’s a whole new facet of “new media” that they likely feel intimidated by because they don’t know it inside-out like they do other forms of media.

What it comes down to, though, is that there’s an ADDITIONAL facet to the realm of communication, and any serious professional needs to understand this new media facet as well as the more conventional forms if they are going to be effective communicators. I’ve tried quelling Strumpette-style backlash against this facet, but to no avail as of yet: http://gypsybandito.com/front-page-20/

]]> By: Will http://www.chrisbrogan.com/the-long-tail-of-community/comment-page-1/#comment-59163 Will Wed, 08 Aug 2007 14:31:25 +0000 http://grasshopperfactory.com/cbc/the-long-tail-of-community/#comment-59163 "Long Tail"? No, not MBA phrases on this nice site....arghhh.. :) “Long Tail”? No, not MBA phrases on this nice site….arghhh.. :)

]]> By: Dan York http://www.chrisbrogan.com/the-long-tail-of-community/comment-page-1/#comment-59162 Dan York Wed, 08 Aug 2007 14:29:48 +0000 http://grasshopperfactory.com/cbc/the-long-tail-of-community/#comment-59162 Chris, it turns out that you and I were both wrong on the first publication date of Cluetrain as a book. I found a mention of the book in my first blog entry in May 2000 and after finding my copy on my bookshelf discovered that the *first* printing was actually in December 1999. This also lines up with the copyright shown on http://www.cluetrain.com/book/ - I assume the 2001 date (which is also what Amazon currently shows) must be for a second edition. Chris, it turns out that you and I were both wrong on the first publication date of Cluetrain as a book. I found a mention of the book in my first blog entry in May 2000 and after finding my copy on my bookshelf discovered that the *first* printing was actually in December 1999. This also lines up with the copyright shown on http://www.cluetrain.com/book/ – I assume the 2001 date (which is also what Amazon currently shows) must be for a second edition.

]]> By: Dan York http://www.chrisbrogan.com/the-long-tail-of-community/comment-page-1/#comment-59155 Dan York Wed, 08 Aug 2007 14:06:57 +0000 http://grasshopperfactory.com/cbc/the-long-tail-of-community/#comment-59155 Chris, Great post... but one little detail - the Cluetrain Manifesto was published online (http://www.cluetrain.net/ )back in early *1999*. It came out in "treeware" form in 2001, but it was already causing a stir out in Internet-land. In fact, one of the reasons I moved to Ottawa in 2000 to join a startup which led down the path to where I am now was because the folks at that startup ("e-smith") were very interested in direct engagement with customers and creating conversations. The marketing director had lactually eft Macleans magazine where he was an editor to work for the startup precisely because he had read Cluetrain and wanted to try out some of the principles in a startup. So it was making waves even then before it appeared in printed form. I do agree with you, though, that it took a while for the conversations to really start happening in a massive way. In, I think, 2003, I vividly recall a series of conversations with a marketing director I knew who, after reading the whole book, still didn't buy it. "Show me the conversations about my product?" she said. I couldn't then, but can today. The newer tools we use in social media - blogs, podcasts, wikis, etc. - and also the more "traditional" tools of web forums have enabled those conversations to occur in ways that weren't as easy before. Today I would definitely argue that Cluetrain is here, now, and happening all around us. Anyway, thanks for the great post and the cautionary words as well. Chris, Great post… but one little detail – the Cluetrain Manifesto was published online (http://www.cluetrain.net/ )back in early *1999*. It came out in “treeware” form in 2001, but it was already causing a stir out in Internet-land. In fact, one of the reasons I moved to Ottawa in 2000 to join a startup which led down the path to where I am now was because the folks at that startup (“e-smith”) were very interested in direct engagement with customers and creating conversations. The marketing director had lactually eft Macleans magazine where he was an editor to work for the startup precisely because he had read Cluetrain and wanted to try out some of the principles in a startup. So it was making waves even then before it appeared in printed form.

I do agree with you, though, that it took a while for the conversations to really start happening in a massive way. In, I think, 2003, I vividly recall a series of conversations with a marketing director I knew who, after reading the whole book, still didn’t buy it. “Show me the conversations about my product?” she said. I couldn’t then, but can today. The newer tools we use in social media – blogs, podcasts, wikis, etc. – and also the more “traditional” tools of web forums have enabled those conversations to occur in ways that weren’t as easy before. Today I would definitely argue that Cluetrain is here, now, and happening all around us.

Anyway, thanks for the great post and the cautionary words as well.

]]> By: Alex Turner http://www.chrisbrogan.com/the-long-tail-of-community/comment-page-1/#comment-59153 Alex Turner Wed, 08 Aug 2007 13:55:56 +0000 http://grasshopperfactory.com/cbc/the-long-tail-of-community/#comment-59153 I think (and have found) that internet communities are far to internecine to be a large revenue source as yet. People involved with social media think 'wow this is huge'. Well, in terms of the number of people we communicate with bi-directionally, yes they are huge. But in terms of the mono-directional media like advertising, social media are very small. Then you add that issue that people involved with social media are leaders more than sheep. The media is so young that the sheep are only just joining. Hey - you guys are so well clude in that some of you realised the iPhone was a pointless waist of money! People who can THINK are not what advertisers want. Where the real money (bottom line) of social media lives is that, done properly, you might just be able to reach a few high value individuals who are very resistant to main stream advertising. This is very interesting. It is not a replacement for normal marketing it is an addition. Those people who aggressively do not follow fashion. Not because they are unfashionable, but because they hate being told what to do. This is where I think social media can really boost bottom lines. AJ I think (and have found) that internet communities are far to internecine to be a large revenue source as yet.

People involved with social media think ‘wow this is huge’. Well, in terms of the number of people we communicate with bi-directionally, yes they are huge. But in terms of the mono-directional media like advertising, social media are very small.

Then you add that issue that people involved with social media are leaders more than sheep. The media is so young that the sheep are only just joining. Hey – you guys are so well clude in that some of you realised the iPhone was a pointless waist of money! People who can THINK are not what advertisers want.

Where the real money (bottom line) of social media lives is that, done properly, you might just be able to reach a few high value individuals who are very resistant to main stream advertising. This is very interesting.

It is not a replacement for normal marketing it is an addition. Those people who aggressively do not follow fashion. Not because they are unfashionable, but because they hate being told what to do. This is where I think social media can really boost bottom lines.

AJ

]]> By: Justin Kownacki http://www.chrisbrogan.com/the-long-tail-of-community/comment-page-1/#comment-59149 Justin Kownacki Wed, 08 Aug 2007 13:36:21 +0000 http://grasshopperfactory.com/cbc/the-long-tail-of-community/#comment-59149 Funny how "conservative" values, like keeping our conversations / problems / business transactions "in the family," marry so easily with "liberal" ideals like open communication, transparency and anticapitalism. We're a complex bunch, we social media types... Funny how “conservative” values, like keeping our conversations / problems / business transactions “in the family,” marry so easily with “liberal” ideals like open communication, transparency and anticapitalism.

We’re a complex bunch, we social media types…

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