For a lot of brands, the idea of “community” is a buzzword at best and an afterthought at worst. Their check-the-box approach to creating a vital and valuable community of customers was unlikely to succeed even under the best of circumstances. Yet after a few short weeks or months, to the surprise of no one, management announces that the community didn’t live up to expectations and they slash its budget.
Most community-building failures can be traced back to one or more of five common mistakes that companies make that doom their efforts to the dustbin of failed initiatives. To prevent that type of systemic failure when you build your community, we’ve compiled a short list of ways you can succeed and foster not just brand love, but brand evangelism, too. (continued…)