Yinka Olaito is happy,excited and passionate Communication specialist, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa)
Every serious start up social media activist, community manager, influencer and blogger aims to become a power force and gains prominence. They work hard, strife to carve a niche and envisage enjoying attendant privileges. No one wants to be a failure. These are desirable qualities. But many statistics had shown that about three percent of the beginners often make a success of whatever they plan to become.
Yesterday morning, a wannabe blogger who had created a blog platform since last year told me he wanted to discontinue the blog. I asked for his reason. The traffic has not been encouraging neither is he getting enough comments that can spur him. I asked him how often he posts content and market the content. I discovered he had only ten posts since last year. Three of which were in the last one week. I explained to him online community does not work that way.
Continuous efforts, commitment, energy and determination with relationship building will go a long way. But then he pointed out another blog/community that could be considered to be putting in much effort and was not also getting a commensurate returns. Why trying to explain the logic to him, I stumbled on an online article which really helped us out. This is equally good statistic which can encourage any aspiring frontline community manager, blogger and influencer wannabee. Here are vital the statistics that can help your community building and dedicated spirit.
Understand the categories of online community members: The article identifies 3 categories of online members. Ninety nine percents are lurkers who never contribute anything but to just visit or read and leave. Nine percent of online members contribute a little while one percent are always active or sometimes hyper active. It does show that many online users, community members never contribute and can be considered as number. If this is true for bigger community, how much more should an aspiring influencers expect.
Understand the value of highly effective volume posting: The statistics also shows that as at the time of that research study ‘There are about 1.1 billion Internet users, yet only 55 million users (5%) have weblogs according to Technorati. Worse, there are only 1.6 million postings per day; because some people post multiple times per day, only 0.1% of users post daily. Blogs have even worse participation inequality than is evident in the 90-9-1 rule which characterizes most online communities. With blogs, the rule is more like 95-5-0.1’. Being part of 0.1% helps. Post a lot of highly relevant contents to attract as many people as possible and you may increase the numbers of your hyperactive members.
Never be discouraged by initial community members’ response: Because of the above reasons, it was stated many community owners, bloggers and influencers wannabees give up so soon. Do not forget an overnight success never existed anywhere. Many abandoned the opportunity to pursue their dreams because of lack of goal, passion, self-discipline, encouragement and active participation in other communities which could have helped them gain notoriety.
What you must do: To encourage participation, ensure you make participation, feedback management very easy for the laziest member of your community, have a reward system that will encourage members, give away and promote active member so you can promote jealousy and encourage some lurkers.
What are you doing or must do to reach your online brand management goal?