Collective Cloud Consulting

Want to understand what real power is using the social media?

Take a look at the November 2009 issue of Harvard Business Review. Many can assume true power using the social media comes from creating “The Digg Effect”, placing breaking news stories on Twitter, and driving viral content onto Youtube or Facebook. All are great examples of individuals or companies conducting integrated social media marketing. We keep forgetting there are places on the social web where one “voice” will lead to many negative social tones.

On-line web communities (some created by businesses or non-profits, others by participants) allow members to collaborate on issues, causes, news, or products. These communities process, vet, and decide on subject matter that drives the existence of the community. Participants post and vote what on they like,don’t like. Participants engage and debate each other because that is the nature of the community. Participants support and follow community rules, and will stand as one voice or entity from outsiders. I like to view most of the on-line communities on social or business networks at HOA’s (Homeowner Associations).

It’s from the above interactions that one voice can be generated. This voice or social tone is what all social media personnel should be listening for to determine if there will be adversity toward a company’s brand, event, or news. It’s watching for this one hostile community voice becomes crucial!

The real danger from on-line communites comes in the form of the individuals belonging to the community. These individuals are active in other social media sites. Their influence can reach into other niche communities, groups and sub-groups. These individuals come from all walks of life with various educations. Their on-line and off-line influence lead to other on-line participants broadcasting the issue with a brand, event , or news. Before one knows, the issue goes viral. If the community individual is a power user or influencer, your client or company will become the next Digg Effect.

Another issue that breaks out with brand hostile on-line communities is crowdsourcing. Crowdsourcing comes in many forms. One form of crowdsoucing is asking a question to any on-line community and getting answers. Another type of crowdsourcing I will refer to as advocate crowdsourcing. Advocate crowdsourcing involves one member of a community having difficulty with an issue or company and asking other members to participate. Members will determine if the issue is important to their strategic relationships and react. Advocate crowdsourcing will lead to all community members sending information to other networks. Community members involved in this form of crowdsourcing are not out to gain influence. They are trying to right a serious wrong.

As a reminder, we haven’t gotten to the issues with other brand competitiors watching and conducting activites to drive your brand into negatively-based viral news. Trust me…they will be watching.

When monitoring general and niche on-line communities, social media personnel should automatically RSS all questions and answers within targeted communities. Remember, choose communities that could be related to, or have an interest in your brands. Also, it isn’t a bad idea to try to track and watch the movements of community moderators. In addition, consider running alerts watching what other webpresences link to your brand hostile community. Places with names such as Socialmention, Collecta, and Google alerts will become best friends!

Have you dealt with on-line brand hostile web communities? What are some of the takeaways you could pass onto other social media specialists?

Happy Thanksgiving to all readers and social media explorers!