In the B2B world, automation has taken over in a big way. And while conversations have become virtual and communication has transformed radically, communities are still made up of humans and customers are real.
Unlike in a manga or anime series where cyborgs seamlessly communicate and connect wirelessly, a B2B online community is about building real connections and relationships. How many companies automate their responses on social media? If bots are the ones who like, pin, tweet and poke, do we as people have a voice at all?
Whether through blogs, discussion forums, surveys or support case groups, there are many online avatars that can be used to engage with your audience relevantly.
The community concept in a B2B sense is about creating brand awareness, connecting with customers, improving satisfaction, building business network and attracting new customers. It is about connecting with real people and not a data segment or an automated process.
In the end, creating an online B2B community just because everyone is doing it is not going to revolutionize anything. You need to strategize plans, design goals and objectives, identify target users, develop resources, build relationships, manage connections, improve associations and connect holistically with the online community your business lives in!
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