Some food for thought. This isn’t totally fleshed out on my part but it’s just something that I’m bouncing around in my head.
I’m reviewing some training material on community management, and everyone talks about how you need to make communities ‘indispensable’. Yet when it comes to the discussion over content programming, everybody falls back to the example of pushing members along the Community Commitment Curve.
But hold on. The community commitment curve focuses on member participation and engagement. It has nothing to do with driving core business strategy like product ideation, support deflection, customer conversion, or anything else.
- This might just be a terrible training video. (For full disclosure, this isn’t FeverBee’s community managament training but it is another large community organization’s training).
- In its defense, I’ve seen this flaw across multiple training sources. When it comes to strategy, everybody says to align to the company’s actual business goals. But when it comes to execution and content programming, everybody uses the example of the CCC …which may or may not actually align with business objectives.
- Someone needs to create a Value Curve of generating higher and higher levels of brand value. THAT is how you push community value and make the community indispensable to the parent organization.