Social Networking Builds Community during Social Distancing

When clients ask for social networking features on or linked to their web sites, or specify "we want to do social networking," we always have to dig deeper.

Just like with branding, it's not what you think about being social, it's what your customers think about it.

And by they we mean everybody else. Do you want your marketing to have meaning? Then find out what is meaningful to your community.

Whether you manage a business, a nonprofit, or an education institution, community exists whether you’re trying to build one or not.

It's not always about your product or service or cause, but what makes people passionate about it.

Email lists, group-based networks (like Facebook), moderated forums, feeds, social messaging, video... Discover what works for your community (which may not necessarily be what you want to do, or what is convenient).

After all, it’s really not your community, your community belongs to your fans.

In an uncertain future filled with social distancing, embrace the opportunity to ensure your customers and fans have a place to gather, to communicate, to exchange ideas.

Create the place where they can be inspired, and be informed.