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June 20, 2005

I've seen a lot of half-baked advice on how business organizations can leverage the power of online community. This post on Collaboration Requires Contribution is one of the few that has both a solid theoretical grounding (complete with citations) and practical advice that makes a lot of sense in my experience. The two tips in this excerpt are just the beginning:

(Via del.icio.us)

"Generalized reciprocity" is one of the keys for building social capital as well. For our purposes in thinking about contribution, it is clear that we are not simply talking about contributing information. Human emotional connections are also important. This is a difficult hurdle for many corporations, as their representatives are so used to thinking in terms of formal, third-person voice when communicating to their audiences. Be it the website, brochures, press releases, canned elevator speeches, etc., all of these formal tools are not tremendously helpful when it comes to participating in a community. So, let's revisit the original question: What do we have to offer to the communities we want to join/build? Here are some general ideas, which clearly will have to be tailored to fit:

* Recognition: One of the most powerful attributes of blogs that enable comments, for example, is that it is very easy to acknowledge that someone has offered an idea. By responding with a follow-on comment or post, you have recognized that person publicly for making a contribution to your space. Even if you only follow up by email, you are still recognizing that they are a person, who has an opinion, which you have responded to. This type of action is so incredibly rare in corporate communications, that it often comes as a total shock. But the simple action of recognition brings you more tightly into the community you want to belong to, and ultimately, to influence.

* Ideas on How to Solve Problems: From tips on how to fine-tune your products to answering questions people might have about using them effectively, contributing ideas and helping to solve problems can generate respect among community members. If your customer service department doesn't have someone dedicated to monitoring blogs and answering questions, you might want to think about asking someone to volunteer to do so. If you don't have a real customer service department, one of your developers or product managers might be the appropriate person to take on this role. By actively contributing to people who are interested in and using your products, you not only seed goodwill, but you may be able to recognize and solve problems before they become big news (i.e., use the community as an early-warning system).

Originally posted by Howard from Eyebeam reBlog, remediated by yatta on Jun 20, 2005 at 11:44 AM