I've seen it happen in every online community I've been part of. The owner of a business related to the topic at hand stumbles across the discussion, and seeing an opportunity to gain some new business, jumps in headfirst - offering their products or services as the solution.
An internet faux paux has just been committed.
Why?
Because to the community, you just interrupted their normally scheduled program with an advertisement. "But wait you say-- "I have a passion for this! I have the answer! I'm doing them a favor!"
That might all be true, but as a vendor interacting with on-line communities is a careful dance that you need to approach with some forethought lest you get pushed out by the chaperone. I couldn't quickly find a guide for businesses interacting with online communities, so began one:
Learn the Lingo: Spend enough time on the list or forum to know what a thread is. To know what a post is. To know what trolls and flames are.
Ask First: Spend some time on the list or at the discussion boards lurking. Identify who the owner or moderators are, and send them a note off-line (just one of them, they probably have a hidden way of communicating between themselves). Outline who you are, what your business can offer to the community, and ask for their advice on how to best do that. They will appreciate your thoughtfulness - and might become your biggest customers.
Look for the Right Spot: Often online communities will have established areas for vendors to use. Look for them first.
Be Low Key: TV, radio, and the internet are filled with ads that shout and hype. Go against that grain, and be low-key. Don't be the first to respond to a question - wait to see where threads develop. Someone else might recommend your business - which is better than you doing it. If you see a thread has a few responses that really aren't that helpful, then jump in. But even then be modest, self-deprecating, and genuine. If you know your competitor has a better or cheaper solution recommend it. Don't consider it a lost sale, consider it an investment in a relationship with a future customer. The community will appreciate the approach. Use text links when linking to your business site - don't use your business logo.
Don't Bash Competitors or Past Customers: The community is not the place to air your dirty laundry, or resolve customer service issues. Take those off-line. Talk up your competitors strengths, not their weaknesses.
Be Open to Feedback: If someone from the community buys your product, be open to feedback about it. This is free market research and usability testing for you. If someone posts a complaint about your product, publicly thank them for taking the time and request an off-line way to follow up. Keep in mind everyone is watching how you handle yourself - taking the high road is the only way to guarantee future sales here. Keep in mind this community is already connected, and word will get around regardless.
Offer Group Discounts: Any large web community will likely have common needs. Offer a discount on products or services if the community can arrange a group buy.
Offer to Support the Community: Most email lists or discussion forums have usually have costs associated with them that either one person is paying for, or the community is paying for. Before they get mad at you for making money off of their efforts, offer to help pay for those costs - sponsor a month's worth of hosting, or donate a product to be auctioned off. Other advertising channels will cost you money, don't assume this is a free ride.
Be Involved: All too often communities see businesses post once then never return. Don't do that. If you're serious about helping this community out, become part of it. Take part in the off-topic threads. Give advice that doesn't include a pitch for your products or services. Get to know the people that make up this community on a personal level - don't just view them as your "target market".
About the author:
Michael Boyink has been involved in online communities since 1992. As Principal of Boyink Interactive he helps businesses develop and execute internet strategies that include online communities. To learn more about how your company can 'Get Boyinked!' visit http://www.boyink.com
