Comments on: Should your brand spawn an online community?

By: Adam Ostrow

Adam Ostrow — Tue, 20 Mar 2007 22:05:59 +0000

As someone who markets an online community platform to a wide variety of brands, I couldn’t agree more with your points. The number one objection I have faced so far in the business development process is fear of “trash talking” as you put it and how it will be moderated. I think I may respond with “it’s better to have them do it on your forum than someone else’s” next time it comes up!

By: Ron Shevlin

Ron Shevlin — Tue, 13 Mar 2007 15:17:32 +0000

Any company that should set up and OL community — but doesn’t because it’s afraid of negative comments — is being stupid.

One of the unintended benefits of an OL community is that the people who participate are sending a signal — a signal that they are more engaged with the [product/brand/company] than other customers.

And if they have something to complain about, then a company is just plain stupid to suppress that, for [at least] 2 reasons: 1) these people’s opinions matter more than other customers, and 2) since they ARE more engaged (and therefore, likely to be more loyal customers), then one (or two) negative comments is NOT likely to result in their switching their brand loyalty.

It’s funny — I had that exact experience lately. I can’t remember what site it was, but somebody was venting about a bad experience they had, and bitching about the company. My impression — which was seconded by somebody who emailed me to discuss the post in question — was that the guy who posted was a jerk, and that his experience was not representative.

Of course, if your product sucks, your service sucks, and your overall customer experience sucks, then maybe you have a few higher priorities than establishing a social network.

By: Jeff Larche

Jeff Larche — Tue, 13 Mar 2007 15:05:56 +0000

Yes, you do need a brand that inspires “community.” But many brands do and their stewards are still reluctant to try this tactic.

As for trash-talking on your site versus a negative one, of course many will choose the WalMartSucks.com site, to use your example. Those are people who you’ll never attract to your community. Decker was referring to the mix of positive versus negative comments on your UGC site. His point was (if I understand his comments correctly) that you should open your community to all points of view as long as they aren’t destructive. Give those who are not irredeemable haters of your brand a chance to vent. You may earn a convert.

Alternatively, if they vent on a site of haters of your brand, there goes a potential convert, and now the negative noise is even louder.

By: Ron Shevlin

Ron Shevlin — Tue, 13 Mar 2007 14:51:27 +0000

I don’t see how you can come to such a strong conclusion that an online community is a good idea. An online community works for Nike because people have a strong emotional involvement in the things they use Nike products for.

On the other hand, Kleenex is a strong brand, but do people need a social network to discuss how they blow their nose (a lot of other personal care products came to mind before I settled on this one).

Lastly, what makes Sam Decker think that if there are a lot of people out there who are going to trash-talk a brand, that they would do it on the brand’s site? That’s ridiculous. People who hate Wal-Mart are NOT going to visit Wal-Mart’s OL community, they’ll post on WalMartSucks.com.