INSIGHTS

Twist Image partner and author of Six Pixels of Separation Mitch Joel wrote an interesting article on his blog yesterday. In it, he asserts that a conversation is NOT a community. He’s quite right. While many clients are starting to recognize that the traditional model of shouting at people about their product has lost its effectiveness, a lesser number truly understand how to change. They may be aware of digital marketing initiatives but are unsure of how to get involved, or simply are not ready to commit. Because there are commitments. In time, money and effort.

Joel suggests a client needs to “make yourself more findable, approachable, likeable and spreadable.” But to do this—and to build a community people want to join—you need to honour your commitments in fostering your brand. Simply having a Facebook page or a Twitter account will not ensure a meaningful conversation with your customers. And meaningful is the metric that will help you grow.