by Hylton Jolliffe
June 26, 2008 at 1:03 pm
· Filed under Communities, Webinar
Below you’ll find the slide deck that accompanied yesterday’s webinar. In addition, you’ll find the great questions and comments that were flowing in over the course of the discussion, only some of which were we able to address. We’ll be pointing the panelists back to your questions and hope they’ll be able to respond in the comments. Feel free, of course, to pose new questions as well.
Questions and Comments
- A few of the speakers today have mentioned that some companies take a dim view of Facebook because they see it as a “kid’s thing.” Are there strategies you can recommend to turn that fun/social element of Facebook into a virtue for building engagement?
- How can Facebook group coordinators build deep social capital to drive engagement?
- Which of the engagement issues discussed in these cases are present in any electronically-mediated social network and which are specific to Facebook given its affordances and limitations?
- How would you characterize the level and quality of engagement in Facebook groups with a substantive purpose vs. a marketing purpose?
- Kimberly touched on how social network behaviors seem different from professional behaviors; can we say more about this?
- Can you please briefly explain to me what the “Influentials Theory” is?
- Are the loosely associated groups of individuals in Facebook actually communities? Do they behave as communities?
- Has anyone done a functional comparison among Facebook, LinkedIn, and SharePoint, etc? That is, these hosted Web 2.0 apps and enterprise tools?
- I think this work is very interesting, and can’t help but wondering “What’s Next?” From a research (study) perspective, some things were uncovered and learned in this experience. What will we do with these and where do we go from here?
- Would most of you agree from this experience that it takes a calculated combination of virtual and on-the ground connection to build these kinds of communities?
- Kimberly: how did you work with the 5 people who were “recruiters” of the 1300 or did this just evolve?
- I think the Alexa graph shown [in the slide deck] narrows the field of relevant data. If you zoom out from Alexa’s results to encompass all of the last year, you see a similar shallow dip in June-July of last year (likely due to summer vacation for college students). As the ‘Facebook Generation’ grows up, we may see that cycle fade out. But it does show that the Facebook crowd may still be relatively young. Does that significantly limit the ability of brands or companies to cultivate a relevant audience?
- Is it viable to use Facebook groups as a stepping stone to a full blown ‘for fee’ membership site?
- Was there any data gained from the study that provided a link between the group and improvement in sales? Any evidence that community members went the next step and actually clicked a link to initiate on-line commerce?
- Great research - very interesting - thank you very much. But is it is still a pity that the event platform is not more open and social itself - allowing people to see who is here and what questions people asked. Wondering why that is so?
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Indeed Hylton, there was a terrific flow of questions yesterday and thank you for sharing so we can build on them. Here’s a start.
Q:. Can you please briefly explain to me what the “Influentials Theory” is?
A: I believe this was in the context of Kimberly’s investigation of participation in the energy project trade show and no doubt has more to say on the topic. Still, a shorthand response is findings of Duncan Watts research that challenges Gladwell’s “Tipping Point” explanation of how influence works. Watts makes the case for:
“not the elite few that matter but the connected many and they have to be ready to be influenced.”.
This explanation comes from SNA pioneer Valdis Krebs blog post inspired by a Fast Company interview with Watts February 2008. Both Valdis’s post and the “Fast Company” article are recommended reading.
http://www.networkweaving.com/blog/2008/02/duncan-vs-influentials.html
~ Jenny Ambrozek
Response to Q: Would most of you agree from this experience that it takes a calculated combination of virtual and on-the ground connection to build these kinds of communities?
There are some well understood, universal “truths” about building networks and communities. Facebook communities are no different:
- The 90-9-1 rule. 1% of the membership will take responsibility for the social capital of the network as well as contribute most of the content. 9% will contribute 90% of the content, and the 90% will participate on the periphery.
- One-on-one interaction between the core and individuals makes the difference. The community leader needs to set the context for participation, and the facilitator(s) need to work in the background to solicit, cajole, acknowledge, and draw people in to the network. Reminders, hints, specific requests, are all ways that the facilitator and leader can work “on the ground.” This can be virtual (including telephone) or face to face.
Networks take work.
/patti
I think these two questions have some relationship:
- How would you characterize the level and quality of engagement in Facebook groups with a substantive purpose vs. a marketing purpose?
- Is it viable to use Facebook groups as a stepping stone to a full blown ‘for fee’ membership site?
Francois answered the first question “first and foremost is to think about what matters to the community - the members of the community … if it’s all about the members and not your product or your service then that’s going to work.” This is the essence of all good customer/consumer or memeber relationships - their experience with what you offer is what counts - how they benefit will ultimately be your benefit.
So in answer to the second question - try Facebook out as membership stepping stone, but before you launch I suggest you bring in a few members and other stakeholders for your site to develop your mutual goals and agendas. What are their needs (members and other stakeholders) and what are you trying to achieve. What value will they derive, what might they be willing to pay? How will you measure success?
It is worth an exploration, especially if you frame it as just that and build from what you learn.
Q: A few of the speakers today have mentioned that some companies take a dim view of Facebook because they see it as a “kid’s thing.” Are there strategies you can recommend to turn that fun/social element of Facebook into a virtue for building engagement?
This is a good question that points to differences between established and emerging work cultures and practices. Victoria Axelrod’s suggestion in the previous comment; viz., “try Facebook out …” and frame it as an exploration, is the best way to gain experience with any social networking platform or service. Direct experience is one sure way to determine if one’s view (dim or otherwise) is warranted.
In addition, the next generation of employees, workers, and participants will be comfortable with online social networking. They will also be adept at managing professional relations and workplace boundaries. So perhaps this isn’t as big a concern as it might seem.
Jenni Beattie, Sydney, Australia based owner of the Network PR Facebook Group and contributor to our Facebook Groups Investigation was unfortunately unable to participate in the webinar. Jenni’s Facebook Group complements her Network PR email newsletter. With that experience as context, via email Jenni provides responses to 2 questions.
Q: How can Facebook group coordinators build deep social capital to drive engagement?
A: Time. While many people express that social media is a relatively inexpensive way to reach a desired audience the investment to make it a success is time. The group coordinator needs to spend a reasonable amount of time in the group (and in related groups – you can’t just focus on your own group) to make the engagement work.
and
Q: Would most of you agree from this experience that it takes a calculated combination of virtual and on-the ground connection to build these kinds of communities?
A: Yes I certainly agree. Those groups that appear to work well in the Australian landscape normally have offline events followed up with photos or videos from the event to help drive and continue discussions. It is human nature to feel more ‘connected’ online if you have met that person offline as well.
Jenni can be reached through her Digital Ministry blog: http://tinyurl.com/6qqod3
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