70% of consumers prefer brands that have an online community

A community manager is an indispensable member in a marketing team, but their role is often misunderstood. Many companies tend to confuse the function of a community manager with that of a social media manager, mistaking online presence for community management. If companies were aware of the importance of online communities, however, they would probably be more careful in selecting competent and effective community managers. In fact, a study by technology platform Amity found that over 70% of consumers prefer brands that have a strong and active online community, una presenza sui social identificabile e interessante e in generale un’identità online ben riconoscibile, con la quale l’utente può interagire.

User-generated content is more effective than traditional marketing campaigns

Word of mouth has always been one of the most effective forms of advertising. The opinion of other consumers is always considered more reliable than the company’s institutional communication, as it is not driven by interest and is not aimed at sales. Therefore, user-generated content regarding the product (be it reviews, user stories, comments or suggestions) is considered to be more useful and interesting, on average, than a promotional campaign. Purchase decisions are therefore more likely to be based on these types of messages than on commercials, banners, newsletters or other forms of traditional content.

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A brand that embraces its online community is perceived to be more honest

Another reason why users prefer brands with strong online communities is that they are perceived to be honest and willing to engage with users directly. If a brand regularly takes part in online interactions, responds to users, accepts criticism, welcomes suggestions and solves problems, it is seen as more trustworthy and authentic than brands that keep things “impersonal” and stay faceless. Withholding direct engagement with users is considered ‘old fashioned’ and no longer suited to modern consumer styles. Especially in the case of products and services that are used regularly or over a long period of time (from household appliances to business services), a brand that can quickly address issues and adapt to the customer’s needs plays a significant role in purchase decisions. And these characteristics are easily verified if there is an active and consistent online community.

What brands stand to gain

Having an online community is a great advantage for brands, not only because the very presence of the community positively influences new customers, but also because within the community, loyal users are recruited and maintained, which constitute an invaluable asset for the company. A loyal customer will be more inclined to make repeat purchases and will be the most successful candidate for any up-selling policy. Loyal customers also tend to be brand ambassadors and to recommend the brand to their contacts, especially if they have developed a personal, professional or value-based identification with it.

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Informazioni sull'autore

Angela

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