Community love isn’t a sure thing. There are days when you post and no one participates. You use the best stuff in your arsenal too. You’re funny, you’re smart, you ask intriguing questions and yet, despite doing everything but yelling “COMMENT! DANG IT!” it’s as if no one is paying attention to anything you do. The worst part is that you’re hired to build a community. Your job is to get folks to “like” your Facebook page, comment on the blog, follow you on Twitter or retweet your links. But some days, despite your best effort and thousands of friends and followers, it just doesn’t happen.
It’s so frustrating.
Communities are so fickle. One day they show up in droves, the next day it’s virtual crickets. And community managers do everything they can to find the special formula to make it work. We study our community to learn their most productive online times of the day and we spend time analyzing keywords and entry pages. I think something people don’t often understand is the science and logic behind community management. We can’t just post a couple of lines and expect community to ensue, we have to work hard at making it happen -and the hard part is if we look like we’re trying to hard then we look like tools. Each community is different and it’s up to each community manager to learn as much as they can about the people who are liking or friending them in order to have a productive community.
Sometimes, if I see a brand post on Facebook, Twitter or a blog and no one has responded I like to drop a comment or give them a retweet because I know how frustrating it is to try and foster conversation and it doesn’t happen. It’s like that tree falling in the forest thing. If a community manager posts on the social networks, and no one responds, is there still a post? It’s like giving a talk to a packed room full of people but when it’s audience participation time everyone leaves.
That never feels good.
Whether we’re cultivating our own communities or managing them for someone else, we live for the likes, retweets, and comments. Our jobs depend on them. Because even though we know we still might be achieving certain goals through our social media efforts, if the people in charge don’t see community participation they often feel we’re a failure.
Every community manager has a bad day. It’s not necessarily a lack of skill or the inability to foster a conversation. Sometimes, it just doesn’t happen.
- Don’t take it to heart, it happens in the best of communities. Just not every day.
- If it’s a one time occurrence or happens only now and then, it’s not an indication of community apathy.
- Community participation isn’t always a measurement of success, if your community is still positively reacting with sales or a good word of mouth vibe, they’re still paying attention.
However, if it happens more often than not, it might be cause for concern.
- For newer communities you may need to give it time.
- For more established communities you may need to find different topics of discussion, or research your community to discover optimal posting time.
- If you have a good community turnout on certain networks but not others, you might consider dropping that one network as there’s a chance your community just isn’t into it. (But give it time, don’t just drop a comment or two and give up.)
I think the worst thing we can do is force community. When we beg for comments, we kind of look silly. Asking “Anyone?” or saying “Doesn’t anyone have an opinion on this?” two hours after the day’s topic was posted is only calling attention to the fact that there’s no comments. Sometimes, it’s fine to just chalk it up to a bad day.
Do you ever have a slow comment day with your community? How do you revive the conversation?
{ 8 comments }


















