Oct 5, 2010

Social communities: authenticity brings response

Social network communities can serve multiple purposes within CRM: awareness, publicizing a cause, acquisition into a database, or spreading advocacy. However, if you are building a social community, you will get more effect if the social community is authentic.

Very authentic is the new community for metastatic breast cancer from Abraxis,
Share the Little Things. Developed by The CementBloc, this digital community with consumer generated content is groundbreaking. A Facebook presence serves as an alternate portal and awareness vehicle Heartfelt posts by patients, caregivers, family members, and friends show courage and fortitude in the face of this devastating condition. This is a movement, picked up by bloggers struggling with breast cancer.

At the opposite end of the spectrum is a similar looking advertisement,
Get Free Advil. Although appearing as a community at first glance, the advertisement is acknowledged to be models, all in the same stilted pose, pushing samples. Basic product advertising is fine, don't get me wrong, but in Web 3.0, people are seeking communities, and misleading may backfire.