Community development & Relevant audience

There was a funny instance in my social media life. I happened to came across a page handled by a high profile social media agency in India. The page is flooded with posts, links, conversations and all the stuff that one can imagine. The fan numbers are at the peak too. But there was this funny post caught my attention. The guy handling the page asked a question quiet relevant t o the brand and the answer from the audience blow my mind away!!! The great list of answers had nothing to do with the brand or question. It was completely out of scope and irrelevant.

This incident took me to my pages and made me think for one moment. Is your audience relevant to your brand or the people in there are just a bunch of people accidentally liked your page because they saw a very attractive ad.

It’s a damn serious question. You may counter my point by saying, more the people more the brand image or more the people more is the WOM. But what is the point of a 13 year old boy when we are talking about sanitary pad. Or what will a 50 year old lady say when we ask about gaming?

So in my perspective (strictly mine and not someone else’s) when we build a community in social web and start talking about our brand, we should be careful enough to make sure that our listeners are the correct ones. They should either know about our brand or at least they are our future prospects.  Otherwise the things can really worse. Our brand communication will be like a grapevine. People will take whatever we say in a different perspective and will then mould it in a different shape and will sell it. And who lose there? None but we and our brand.

So it is very important to develop a community that knows our pulse and our positioning. We want the people out there to talk about us. But only good, or it is hell at the end.