Encroaching on Customers’ Time
Many companies forget that their customers can have a limited number of conversations at once. They often gravitate to specific social platforms for coincidental reasons, but after they’re on them, it’s hard to move away. They become accustomed to that social environment, invest in it through their contributions, and bring their friends on board.
Any company thinking of starting a conversation with its customers must begin by asking where its customers currently spend their time, how willing they might be to move their conversations to a new location, and whether they can manage another set of conversations. If you don’t think this through before you build something, you may have an empty community.