Consumers are getting more access to the facts and opinions of various businesses in the current era of openness throughout the web. There is a tonne of information to process, from social media platforms to the world of e-commerce, and customers base their judgements on this information. But how does this help companies? How will this help them reach greater heights and access a greater customer base? How to do this without seeming tacky or manipulative or overbearing?
To achieve this companies need a touch of empathy. A touch of emotion to humanise brands and reach audiences and be able to connect to what them emotionally. The best and most efficient way to achieve this is through the judicious use of online communities and community led growth.
In the modern digital era, online communities have grown to be significant forces. These online communities, which range from social media sites to niche forums, unite individuals with similar interests, life experiences, and moral principles. The strength of online communities comes in their capacity to forge meaningful connections, develop a sense of belonging, and inspire change. Let’s examine the main advantages of online communities and their influence on society.
An online community setup now enables people to navigate through difficult decisions, analyse what is the greatest platform and best tool, and/or simply analyse how to connect A with B. This is in contrast to 20 years ago, when resources were not as available and well-developed. It makes it simple to connect with like-minded others and share knowledge in a limitless universe. Additional advantages include the following:
We are all aware of the influence of word-of-mouth. It's the oldest type of marketing, and it's still effective today. According to 64% of marketers surveyed by Semrush, word-of-mouth advertising is the most successful type of advertising. People, even you are more liable to endorse a product if someone you trust will encourage you to.
Online communities capitalise on this, as the more a community member loves and understands your product the more liable they are to insist that someone searching for a similar product use your company.
Your online community members are inadvertently your brand ambassadors and how you treat them will reflect on how they speak of you to others and in turn affects your range and ability to gain more followers.
People can connect with others who have similar experiences, difficulties, or interests through online communities. It may be challenging to find a sense of community, support, and validation offline, but these communities can provide those things. People with chronic illnesses, for instance, might find comfort and understanding in internet forums where they can discuss their issues, gain knowledge from others, and get emotional support. Similar to this, online groups for new parents can offer a forum for the exchange of suggestions, counsel, and motivation throughout the trying first few months of parenthood.
Listening to their customers is one of the most beneficial things that online communities allow businesses to do. Communities support growth, but they are also a great source of honest feedback for businesses.
Customers are quite open about their interactions with local communities. They might not be as forthright and sincere on social media sites. While some businesses find this intimidating, others welcome it.
Online forums can be an effective tool for activism and campaigning. Members have the ability to organise around a common cause, spread awareness, and promote change. The strength of online activism has helped movements like #MeToo and Black Lives Matter acquire traction, and social media platforms have played a crucial role in this. Online communities have the power to draw attention to crucial issues and bring about change in the real world by amplifying voices and offering a forum for group action.
Community members are more likely to stay put when they feel understood, valued, and that they belong to a group that gets them. Particularly in a world that is driven by technology, brands are starting to recognise the importance of their community to their degree of success. Look at this way, everyday people’s lives are consumed. Consumed by work, family, friends and various obligations and the time left to themselves is very very little. You are fortunate if someone decides to use some of this time to interact with your community. Numerous other websites, groups, and social media platforms are available to them, but they choose yours.
Online groups can help foster creativity and business. Members get access to financing opportunities, can collaborate on projects, and can share ideas. For instance, crowdfunding websites like Indiegogo and Kickstarter have made it possible for business owners to raise money from a large community of backers around the world. Online communities have also sparked the development of cutting-edge goods and services like open-source software and online marketplaces for independent contractors.
Given the Covid-19 epidemic, which has compelled businesses to adopt a work-from-home mentality, online networks are more crucial than ever. It is no longer practical to attend conferences and networking events, therefore building an online community is the ideal replacement. More businesses have adopted a WFH policy which calls for the creation of a community where members can work together, network, and continue to learn from one another as the world of organisations continues to change.
Companies that leverage AI report substantial savings, with reduced operational costs and enhanced efficiency translating to a higher ROI.
AI will quite possibly be regarded as one of the biggest paradigm shifts in human history. Why shouldn’t customer support be a part of that?