Online Community Platforms vs. Social Media THE G R E AT D E BAT E By Marjorie Anderson
I
n the community management profession, there’s a bit of a debate around whether it makes sense to build your community on social media or not. The argument on both ends is logical. Social media allows you to meet your members where they’re already engaging. Community allows you to create the experiences your community wants and protect their data. When is social media a good idea when building community versus an online community platform? The answer is…it depends. Full transparency, for organizations/ associations and brands I 100% do not recommend that you build your community on social media for sustainability and longevity. That’s not to say that it cannot be done, but when you think about how the data is
I believe that there’s too much at stake with your members for social channels to be a longterm, sustainable solution
maintained, how much control you have over user experience, and what your long-term strategy is around developing a closer relationship with your members/ customers, there’s only so far social media will take you. Social media can be a great place to get in front of your community when they don’t already know you exist. The notion of meeting people where they are makes it easy for them to engage with you without taking them out of normal rhythms and habits that they have already formed. For instance, creating a Facebook group for women who surf to share tips on technique and safety might be the best way to get in front of your ideal community member since she may already be participating in a Facebook group about surfing. Same goes for anything else that might be incredibly niche. If your community is focused on a very specific area, it might be a good idea to start building that community in social spaces where they are already gathering. Say you love gardening. Your favorite plant to garden is hostas and some of the gardening groups you belong in have a decent number of “hosta fanatics,” as well, but you haven’t necessarily created a level of trust or a sense of community with those individuals yet. Instead of looking to create a separate, owned community, it may not be a bad idea to start a group
in that same space for lovers of hostas so that you can start to build that level of trust and engagement. In either of these cases (and other use cases that I haven’t covered here), the big question you’ll want to answer is whether it makes sense to keep these communities on social for the long-term. However, when we’re talking about associations, starting on social media is the tip of the iceberg. My opinion is that this is not a long-term strategy for engagement for online community. It can help jumpstart your efforts, but you should be building a plan for migration to an owned platform at some point 2-3 years into launching on social if that’s the direction you choose to take. Even better would be making the right investments up front, but not all associations are in the position to do so at the beginning. You may be thinking “why would I purchase a community solution when I can build on social for virtually nothing?” B E CAU S E YOU CAN PR OT ECT YOUR M E M B E R ’S DATA AN D C U STOMIZ E T H E M E M B E R E XPE R IE NCE. This should be of utmost importance to you. When you build on someone else’s platform where you have no control over experience and how data is handled, it limits your ability to create a connection
Marjorie Anderson will be Chairing CLIX, 4-5 April 2022, Memphis, Tennessee
Where Community Leaders Come Together 6
COMMUNITY LEADERS
OCT/NOV 21
