An article written in Marketing Land, an online source for marketing news, reported some of the effects of active Facebook and Twitter communities. According to the article, social media communities are created by people who are passionate about a particular brand, product, cause, or company.
The article used the Fifty Shades of Grey (a 2012 book with high popularity) Facebook fan page as an example of how social media communities can have impact and success. The fan page not only acquired 5,000 “likes” within a month, but users have continued to be active on the page through posts and fan interactions. Marketing Land claimed that in order for a social media community to be effective, the individual managing social efforts must have a genuine interest in starting and continuing the community.
According to Marketing Land, Twitter communities interact differently from those on Facebook because there aren’t individual pages; instead, it uses hash tags to link fans to the central community purpose. Communities will typically set a specific time during the week to share ideas and a designated hash tag is added to each “tweet” to allow users to follow the conversation. Tweets can also be directed to a specific user by putting a “@” in front of their user names.
The article claimed that social media communities can help companies promote their businesses through promotions and giveaways, but that it is important not to be pushy. Marketing Land believes that a Facebook page or Twitter discussion not only gives users an opportunity to provide feedback, but also develops relationships between those involved.