Tag Archives: carrie jones

Can Harley-Davidson’s Community Revitalize the Brand Yet Again?

Can Harley-Davidson's Community Revitalize the Brand Yet Again?

Back in the 1980s, amidst a declining American economy and increasing competition from foreign manufacturers, Harley-Davidson Motorcycles made history. Paired with several other key initiatives, it launched one of the first official brand communities, connecting its customers to one another. That is how Harley Owner’s Groups (H.O.G.

Continue reading...

Advocacy vs. Community: What’s the Difference?

Advocacy vs. Community: What's the Difference?

In the last few years, I've heard the terms advocate and community thrown about almost interchangeably. Most commonly, the term “ambassador” is smacked on top of a thinly veiled affiliate program to describe a supposed “community” of people marketing on behalf of a brand. Confusion abounds.

Continue reading...

Don’t Base Your Brand Community on Hope: Research Matters

Don't Base Your Brand Community on Hope: Research Matters

There are two ways to build a brand community: ask for budget, cross your fingers and hope you’re gathering the right people in the right way; or research potential and existing members and leaders in your organization to find out exactly how a community can best serve the needs of

Continue reading...

Memo to Facebook: A Platform Isn’t a Community

Memo to Facebook: A Platform Isn't a Community

What do data security and scalable online moderation have in common? Both are plaguing Facebook right now, and both indicate a profound milestone in the evolution of the Information Age. For many years, tech companies and consumers alike have been confusing the term “platform” with the term “community.

Continue reading...

Are LinkedIn’s Groups Changes Too Little, Too Late?

Are LinkedIn's Groups Changes Too Little, Too Late?

LinkedIn sent a cryptic message to Group Admins on Jan. 14 announcing it was “making some changes to the LinkedIn Groups experience.” The three changes to the Groups community features were: the ability to post video, @mention members, and see Groups from your homepage and in the feed.

Continue reading...

How to Reward Your Community Members

How to Reward Your Community Members

Community management operates by a golden — if unwritten — rule: give to your members long before you plan to ask for anything in return.  At the end of the day, community building is about making your members feel like they’re better people for having been part of your community.

Continue reading...