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

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.

• 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.

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

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