Читать книгу The Customer Education Playbook - Daniel Quick - Страница 17

Sometimes marketing owns customer online communities, but we think it fits nicely within customer education's remit, because the primary function of a customer community is to connect and learn from one another. A community is a channel for experts and advocates to influence and teach one another. An active customer community is a powerful support ticket deflection tool. You can use your community to ask questions, get feedback, and even draw threads to create new content.

How to Build and Staff Your Community Community platform software like Insided will make it really easy to create, manage, and moderate your community. You can't get away without a dedicated community manager; they are essential because they moderate, encourage, promote, reach out, and manage the overall experience. Without one, you're seriously hampering the community's growth, and it's likely to fail.

Sometimes you'll find that communities pop up where people are naturally interacting, like on LinkedIn, Facebook, or Reddit. It's important to have someone with social media skills who can merge ideas together and follow and participate in communities wherever they might be. As a general rule, organic social media communities lack the sophistication, moderation, and customization to form a dedicated customer community that achieves brand advocacy or community-driven content. For this, you'll want a separate, clearly defined experience.