為什麼程式員大多數性格内向_研究：為什麼大多數線上社群失敗

為什麼程式員大多數性格内向

According to a new study by Deloitte consultant Ed Moran of more than 100 businesses with online communities, most of those communities fail to live up to expectations. As the Wall Street Journal reports online communities are currently a hot investment for businesses who hope that creating a community site around their business will help customers feel more connected to their brand. That’s probably true, but most of these sites are failing to attract visitors, and the reason, according to Moran, is that businesses are focusing on the value the community can bring rather than investing in the actual community.

根據德勤顧問Ed Moran對100多個具有線上社群的企業的最新研究，這些社群中的大多數未能達到期望。 正如《 華爾街日報》報道的那樣，線上社群目前是企業的一項熱門投資，他們希望圍繞他們的企業建立一個社群網站可以幫助客戶感到與品牌之間的聯系更加緊密。 可能是事實，但是這些網站中的大多數都無法吸引遊客，而據莫蘭(Moran)稱，原因是企業正在關注社群可以帶來的價值，而不是在實際社群中進行投資。

Moran’s study revealed that even though 60% 6% of businesses put over $1 million into branded online community building efforts, 35% have less than 100 members, while less than a quarter have more than 1,000. Moran outlined three reasons he thinks that that majority of online communities are failing to gain traction with customers.

莫蘭(Moran)的研究顯示，即使60％的企業中有6％投入了超過100萬美元用于品牌線上社群建設，但35％的企業成員不到100人，而不到四分之一的企業成員超過了1000人。 Moran概述了三個原因，他認為大多數線上社群無法吸引客戶。

• Businesses are being enticed by fancy technology. Mesmerized by bells and whistles, many business are foolishly blowing their entire budgets on technology. Moran’s advice is to reach out to community members and let them do your R&D for you, rather than blowing it on fancy tech you may not really need. If the goal of a community associated with a brand is to get people to evangelize your products or services, put money and time into reaching out them rather than developing a fancy site. 新興技術吸引了企業。 被鐘聲所困擾，許多企業愚蠢地将全部預算用于技術上。 莫蘭(Moran)的建議是與社群成員聯系，讓他們為您進行研發，而不是将其浪費在您可能真正不需要的高科技上。 如果與品牌相關聯的社群的目标是使人們宣傳您的産品或服務，請花時間和金錢來推廣它們，而不是開發精美的網站。
• Lack of proper management. The Deloitte study found that 30% of online communities have just part-time employees in charge, and most have just a single PR person running the show. Advice: hire a social community manager with experience running and building an online community. Managed communities are a lot less likely to grow organically the way general mainstream social networks do, so you need someone who knows how to build one in charge. My former colleague Marshall Kirkpatrick wrote a great post earlier this week about the merits of online community managers. 缺乏适當的管理。 Deloitte的研究發現，有30％的線上社群隻有兼職員工，而大多數人隻有一個PR負責主持節目。 建議：聘請具有運作和建立線上社群經驗的社交社群經理。 受管理的社群不太可能像一般主流社交網絡那樣自然發展，是以您需要一個知道如何建立負責人的人。 我的前同僚馬歇爾·柯克帕特裡克(Marshall Kirkpatrick)本周早些時候寫了一篇很棒的文章，介紹了線上社群經理的優點。
• The wrong measurement metrics. Moran noticed that most businesses are measuring the success of their communities in the wrong way. Though their stated goals are usually to create viral, word-of-mouth marketing and increase brand loyalty, the metric they use to gauge success is unique visitors. If all you’re after is growing visits to the site, then you’re missing the point. You’re not trying to compete with mainstream social networks, so you don’t need to chase eyeballs. Rather you need to build interaction and create a level of comfort among your most loyal users so they will evangelize your products for you. The best way to measure this might be by looking at things like blog mentions and Twitter tweets. 錯誤的衡量名額。 莫蘭(Moran)注意到，大多數企業都以錯誤的方式來衡量社群的成功。 盡管他們的既定目标通常是建立病毒式的口碑營銷并提高品牌忠誠度，但他們用來衡量成功的名額是唯一身份通路者。 如果您隻是想增加對該網站的通路量，那麼您就錯過了重點。 您并不是要與主流社交網絡競争，是以您不需要追逐眼球。 相反，您需要在最忠實的使用者之間建立互動并創造一定程度的舒适感 ，以便他們為您宣傳您的産品。 衡量此問題的最佳方法可能是檢視部落格提及和Twitter推文。

A fourth reason why many branded online communities fail that Moran didn’t mention is noise, lots of it. We live in an age where information overload is a real problem for many people, and signing up for yet another social network site, especially one focused on a single brand, may not be attractive. This is out of your control, but it is another reason why unique visitors is a lousy metric for this type of project, and why hiring someone who knows how to best reach out to and grow your core use base (i.e., “true fans”) is imperative.

許多品牌的線上社群失敗的第四個原因是莫蘭沒有提到，這是噪音，很多噪音。 我們生活在一個資訊過載對許多人來說都是現實問題的時代，而注冊另一個社交網站，尤其是專注于單個品牌的社交網站，可能并不有吸引力。 這是您無法控制的，但這是為什麼唯一通路者是此類項目的糟糕名額，以及為什麼要聘請知道如何最好地接觸并擴大您的核心使用者基礎的人(即“真正的粉絲”)的另一個原因)勢在必行。

It’s also a reason that creating a branded social network should not be the only part of a company’s social media strategy. Companies should also have a presence on mainstream networks like Facebook, MySpace, etc. Let your die-hard fans come to you in the environment their most comfortable with.

這也是建立品牌化社交網絡不應成為公司社交媒體戰略的唯一組成部分的原因。 公司還應該在Facebook，MySpace等主流網絡上都有業務。讓您的頑固粉絲在他們最喜歡的環境中與您聯系。

翻譯自: https://www.sitepoint.com/study-why-most-online-communities-fail/

為什麼程式員大多數性格内向