Creating on-line community in your organisation

The Internet is abuzz with on-line communities like Facebook, Myspace and LinkedIn. How can you create an on-line community within your organisation? You might already have an organisational intranet, but how do you turn that into a community?

Tim Shaw provides some answers in his article The "in" club - thinking about members-only sections. Shaw offers these four broad guidelines:

1. Provide members-only content
2. Provide access to experts
3. Provide enhanced networking opportunities
4. Provide enhanced access to events.

By themselves, these might seem obvious and even simplistic. But taken together, they can create an on-line community that combines added value and stronger relationships.

James Watson - no longer a credible source

James Watson, world-famous as one of the team at Cambridge University who discovered the structure of DNA, has done irreparable damage to his reputation by making comments linking intelligence to race. In fact, Watson's critics now point to this as one in a long chain of similarly unscientific comments in his past.

How does this apply to your message management? You might not be a Nobel prize-winning biologist, but if you're in a leadership position, you do have some authority because of that position. But don't take that authority for granted. Some audiences are more skeptical than ever, and will take apart everything you say. Make sure your messages are grounded in fact, not speculation - and certainly not in ignorant bias.

Reputation Really Matters, by Penny Mulvey

One of our clients, Penny Mulvey of Positive Media, has just released her new book "Reputation Really Matters". In it, she draws on her experience working with some of Australia's leading business and organisational leaders and teams, talking about the importance of your reputation in creating an environment of trust for delivering credible messages.

Web 2.0 Overview

What is "Web 2.0", and what does it mean for delivering your messages on-line? In this brief presentation, Satyajeet Singh gives you an overview of the main concepts:

The key is that Web 2.0 is about community, collaboration and participation. You can no longer rely on strangers finding you and trusting you. Build trust and prove you're an expert before they visit your Web site.

Network marketing without stalking your friends

Your communication varies depending on your level of trust … it is important not to “stalk” your friends.

Network marketing is often touted as the answer to running a successful small business - using a simple, proven formula that anybody can do. But it also has a reputation for exploiting friendships and relationships for financial gain. In the network marketing game, some cynics call themselves "NFL members" - that is, No Friends Left!

What's the truth? Is there a way to do network marketing without stalking your friends? Even if you're not involved in network marketing, read Kim Klaver’s free report, "Friends, Lies and Network Marketing". It offers excellent ideas on delivering important messages in ways that are remembered, not rejected. She gives 12 tips for ethical, pressure-free success in network marketing.

Here are five of the tips:

1. Tell them up-front that you're selling.
2. Ask for referrals, not sales.
3. Use enthusiasm, not hype.
4. Recommend the smallest package.
5. Skip the therapy.

How can you use this in your business? What are some other ways you can develop or strengthen trust in your message for your audience?

Classy Video from Defenders of Wildlife

The Defenders of Wildlife organisation has created a simple thank-you video for its supporters, for all their work in 2007. The video is introduced by the president of the organisation, and then has some simple points and pictures to back up his message.



As you watch this video, notice some of the things he does to enhance the trust that the organisation already has with their supporters.Because they are already “friends”:

• He already knows and understands his audience - they are supporters of the Defenders of Wildlife.
• He doesn’t have to spend much time presenting statistics or justifying the cause with proof. The few statistics used are shown in very simple ways.
• He can keep his message clear, simple and direct. At the beginning of the video he simply states “thank you for all of your actions and support during this past year that helped us save ...(names animals)” and “believe me, your actions made a powerful difference”.
• He consolidates the community feel by concluding with “Together we also helped …” and “We couldn’t do it without you”.

It is much easier to have a compelling message with an audience that is already receptive.