Courtship Of The Brand Crazy

Ben McConnell at Church of the Customer looks at the so-called 1% rule for social media sites.

It would appear that small groups of people often turn out to be the principal value creators of a democratized community. Over time, their work fuels widespread interaction that engages the non-participating community and attracts new ones. If continually nurtured, the community can become a self-sustaining generator of content and value.

I think we need to pay attention to the “if continually nurtured” part. Given how important the 1% of brand zealots are to the overall community, the question for marketers is how to best cultivate a long term relationship with these volunteer advocates.
Let them write the brand’s blog. There’s one idea. More are needed.

About David Burn

Native Nebraskan in the Pacific Northwest. Chief Storyteller at Bonehook, a guide service and bait shop for brands. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.