Comments on: Harnessing the Power of the Hive

By: Steve Finikiotis

Steve Finikiotis — Mon, 14 Dec 2009 16:25:38 +0000

Well said, Steve. I think the most successful community-building practitioners bring a blend of art and science, of intuitive and analytical. Both aspects are critical.Thank you for your comment.

By: Steve_C_Fleming

Steve_C_Fleming — Fri, 11 Dec 2009 15:30:01 +0000

We are witnessing the birth of a new science (at the moment it's more of an art) – that of identifying, targeting and engaging various communities, many of whose constituents, incidentally don't realize they ARE communities.
There may be many different communities for each business – those of business partners, customers, potential customers, satisfied customers, dissatisfied customers, competitors' customers, angels (those customers who will always be loyal to your brand), demons (those who will never, for the foreseeable future, buy your product), and convertibles (those who are pursuadable to switch brand loyalty) … the list goes on. This will be a race to master these arts and establish them as a science.

By: Steve Finikiotis

Steve Finikiotis — Mon, 07 Dec 2009 20:01:34 +0000

Thank you, Cindy, for sharing your perspective. Like you, I';d like to learn more about how mid-sized companies are using SM. There aren't many published business cases about small/medium size companies experimenting with SM, and accounts that do surface are typically anecdotal in nature.

In 2010, more universities are rolling out Masters-level courses in SM media and I'm hoping that more bona fide use cases will be developed. In the meantime, I will continue to look to practitioners like you who share their experiences with these evolving tools and practices.

By: Steve Finikiotis

Steve Finikiotis — Mon, 07 Dec 2009 19:44:43 +0000

Insightful comments, Kathrin (as usual)! I liked your point about Twitter being for, “smart thinkers behind smart brands, those with their ten fingers on the pulse of the tribe, those who cause the buzz from within and without.” I also think you're right about Twitter becoming an “Old Colony” from which intrepid agents will venture out to discover new spaces. Those opportunities are already springing up at the edges (secondary layers) of the “core” applications. The smartest, most creative practitioners will reconfigure the environment, as they always have, to suit their needs.

By: Wally

Wally — Mon, 07 Dec 2009 19:13:41 +0000

Insightful piece of writing! I'm curious about how other airlines are using social media to build their communities.

By: Cindy King

Cindy King — Mon, 07 Dec 2009 13:21:01 +0000

Great post Steve. The social media success stories of the big companies are always interesting to study. I hope to read more social media success stories in the coming year... perhaps more about smaller companies and with different business outcomes.

For example, I use social media in a specific way to fulfill my primary business goal. As a solo entrepreneur I don't have the time and money to invest in social media campaigns targeting multiple business goals. My goals have changed since I started using social media and so have my social media tactics.

So I understand how small businesses can get value out of social media and I read the stories about the big companies. Now I'd like to hear more from the companies in between. I think this is where we'll have lots of valuable insights into our new social habits.

By: Albert Linden

Albert Linden — Mon, 07 Dec 2009 05:07:35 +0000

Outstanding post. JetBlue is a great example of a company that works its personality into the relationship. They have a an unmistakable on-line personae that comes across in their communications. That adds an authentic touch to their interactions.

By: Kathrin

Kathrin — Mon, 07 Dec 2009 01:27:26 +0000

Twitter has been so successful because it has allowed community building to happen naturally, with few restrictions (to the abbreviated English-reading/writing world) and with limitless possibilities. Attracting those curious enough to become involved – both as queens and as drones – the multi-faceted layers have, indeed, created something of a hive. You can be engaged in haiku competitions on one level and philosophical soap-boxing on another, waxing lyrical and promoting “look-what-I-find-interesting” links, bantering randomly or playing Out-Do with your club, offering discount travel or receiving free lattes, yet the moment the Tw’majesty calls for attention, the whole hive stops as if centrally controlled.

The introduction of a latest feature, the goading of a cause, the overwhelmed'ness cue of the whale – and the instantaneous reaction by thousands swaying in response… what a perfect breeding ground for smart thinkers behind smart brands, those with their ten fingers on the pulse of the tribe, those who cause the buzz from within and without.

Success is only part of the curve, however. Once the property prices reach exclusivity, or the swell of the build outgrows those looking for a home, the nature of the community will necessarily change and early adopters will move to pastures greener. Twitter will become the Old Colony from whence the pioneers fly to new opportunities, and the media pendulum will swing, tolling the bell for whomever is fearless enough to start over and draw the power to a new home.