Ditch the ‘likes’ and pursue the LOVE
Posted by Janice Scheckter on 07 February 2018 2:25 PM CAT
‘Like us on Facebook and you stand a chance to win a Ferrari, a spa day, a plane ticket to Alaska, …’ Okay so I don’t like Facebook and I’ve never heard of this damn company, but a Ferrari, like, like, like, like, like, like, LIKE …that 911 is mine baby.
Today is all about community and community has very little, oh why screw around, nothing to do with ‘likes’. It’s all about LOVE.
If you have 1 million likes you may not have a community. Yip, it’s a bit of a shocker right, but here are the LOVE rules of engagement to build a community.
1. Use Design Thinking to understand your community
2. Be collaborative in your intent
3. Be empathetic, iterate until you build something that just a few people LOVE.
4. Keep listening
When people LOVE what you have, they will tell friends, and their friends will tell their friends and now you’re building a community.
‘Like’ does not equal engagement. ‘Likes’ do not always return, especially when there’s not a Ferrari on the table. Of course, ‘like’ can be a true ‘like’. For example, I have ‘liked’ the animal rescue centre and I have ‘liked’ anti-xenophobia groups. God forbid you think I don’t ‘like’ good stuff, but seriously, I am not a part of a community as a result of my ‘likes’.
Janice Scheckter is the co-founder and incubator of five digital communities in vertical impact spaces and MD of Indigo New Media.