News here of two charities using social media platforms to create 'communities of interest'. Two interesting points. The use by charities of social networking platforms and mutual co-operation.

Charities know that people who give to one charity are likely to continue to support them. Equally other charities focussed on similar good causes are lilkely to be supported by those same people. By linking two complimentary charities there will operational efficiencies and an ability to target donors with a propensity to support both. The item of focus is sometimes called the social object. The product or service that people can identify with.

For commercial organisations it is sometimes not easy to visualise 'communities of interest' or what the social object will be. Fanatics, fans, followers and friends exist for almost everything. Name it and a group is likely to exist. As a company the challenge is finding those groups and plugging into them by listening and joining in the ongoing conversation.

It is not 'in-your-face' interrupt marketing and PR but participating and releasing information the community requests, in a format they find useful. It is building a rapport with them and finding out what you can help them with. For many organisations that will sound a lot like 1to1 marketing and CRM and in many ways it is, but without the expensive software. But it is still a cultural shift for many organisations. Remember 30 years ago the adverts for the Midland Bank - the listening bank? That is what organisations need to become. Many have outsourced many of the customer facing functions. Customer service and customer support is now often outsourced and if not they are not usually integrated into marketing. These are not usually 'barriers' the customers want or enjoy using. They want to engage with the company direct. 

You will find members of your communities are only too eager to help you by making useful suggestions (not always what you want to hear!) on what you can do to improve your customer service or product By monioring the internet buzz you will find out just what people think about you. By engaging with your online community you will be able to get a 365/24 feedback on how you are doing.