This is a good start to start thinking about the editorial strategy to put in place on your social networks: and if online communities functioned as role-playing games, in which each member embodies a character, and the community creates and lives together a story, your story…
Role play is, according to one of its meanings, a recreational activity in one fictional environment, where participants embody a character, create and live a story together, through dialogues. We are not far from the dynamics of community animation on Facebook, Twitter and others …
Indeed, the role play resides in the exchanges and interactions between players (the fans) and one game leader (the community manager), who proposes and arbitrates situations, and guarantees the consistency of the framework. He often relies on a scenario, kind of generic frame presenting places, characters and primers of situations. This framework is your editorial strategy.
Editorial strategy and role playing on online communities
players targets (prospects and customers) occupy a central place in your editorial strategy, on social media as elsewhere. It is their needs, behaviors, profiles and expectations that determine the recipes and tricks that you will integrate into your reading contract, into your script.
Therefore, the question of “what your communities look like” is crucial … If you were to, for example, describe the most active members of your Facebook page or your Twitter account, would you say that they are “enthusiasts“”opportunistic“”experts” or “protesters“? Why do they come together around your brand? Through interest, common objective, through vocation or intimate community of values or needs? Or by passion for a common object that they covet, which you allow them to access?
These questions – or rather their answers – are essential to establish a reading contract capable of bringing together over time the individuals who make up your online community. In other words, the community dynamics directly influences the editorial strategy for your media content.
What community dynamics to animate the editorial strategy?
We know – because in real life, it’s the same – sharing a passion or communicating on common values is not enough to federate strong ties over time.
For a brand to be able to capitalize on the interactions between its members in a useful, attractive and lasting way, it must combine several dynamics of social bond:
- the sharing of values and common objectives;
- of the interpersonal relationships strong and varied;
- the use of ” third party influencers Between the brand and the community.
A community strategy is only viable if it brings these 3 dynamics together. Only then can she create and perpetuate strong links between these individuals who do not know each other. And through, for example, elements of a daily life that they share – because they have the same story.
Too often, the advertiser’s interests take precedence over those of the community, and this is why the content and the reading contract are weak, sliding towards propaganda, not interactions. This also explains why advertisers tend to want to control all the interactions taking place there.
5 questions to articulate
Roleplay an editorial strategy
But communities do not need to be controlled to succeed, they need to be animated. Power must be shared with its members, who are both spectators and actors. Community animation is the role of the CM: between guide and catalyst, it is he who is best informed to project the resources and content that must be made available to preserve the solidity of the links between the members. They represent members of the community with the organization. And are the spokespersons. They’re the ones who can enlighten the com people. on the necessary adaptations of the editorial strategy to community content. Because they are able to answer these 5 questions:
- What creates the bond on the community? A common point, a common passion, a profession,…
- What are the real reasons why members joined this community? What is the main benefit sought?
- What place does the brand occupy? Is it the central element? Would it be legitimate at the center of the community?
- How does the community benefit the brand? Image capital, proximity and loyalty?
- What are the risk factors so that the community does not stand? Lack of responsiveness? No real plus to offer? Lack of means? Risk of amalgams?