Building Online Communities: Are We Preaching to the Choir?

A couple of weeks ago, I had a wonderful phone conversation with Mark Stelzner. Most of our discussion centered around the building and cultivating online communities. During our conversation, I suggested Mark, and anyone else who is building an online community, stop preaching to the choir.

You see, your community is already sold. They joined your Facebook group, they’re following you on Twitter, they’re rocking your Ning, they participate in blog and forum discussions, you had them at the hello. They want to be there for you. By all means, keep up the good communication, but don’t stop there.

It’s the people who aren’t feeling the love who you also need to reach. They’re the ones who you really need to reach out to.

Have you ever invited someone who speaks negatively about your brand or business to talk it out on the phone or over a cup of coffee? Not only might he provide you with valuable feedback, but he might also change his way of thinking.

Last year one of my clients and I discussed  arranging some Tweetups and Meetups for his community. I suggested he also reach out to the haters and those sitting on the fence. Again, feedback and maybe the ability to change their minds.

Why not invite some of the naysayers to your Meetups and events as well? Buy them a drink and talk about what you do, why they’re not feeling it, and how you can get them to drink your Kool-Aid. If you considered every person who views you in a negative light as an oppportunity rather than a hater, you’ll do what you can to change their opinion — instead of write them off as people who aren’t interested in doing business.

It’s fine to preach to the choir, but every now and then you need to walk down that aisle, past the congregation and see what’s going on at some of the other churches. You may find yourself with some converts.

Deb Ng is a professional blogger and founder of the Freelance Writing Jobs network. Feel free to follow her on Twitter @debng.