为什么程序员大多数性格内向_研究：为什么大多数在线社区失败

为什么程序员大多数性格内向

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.

根据德勤顾问Ed Moran对100多个具有在线社区的企业的最新研究，这些社区中的大多数未能达到期望。 正如《 华尔街日报》报道的那样，在线社区目前是企业的一项热门投资，他们希望围绕他们的企业创建一个社区网站可以帮助客户感到与品牌之间的联系更加紧密。 可能是事实，但是这些网站中的大多数都无法吸引游客，而据莫兰(Moran)称，原因是企业正在关注社区可以带来的价值，而不是在实际社区中进行投资。

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.

莫兰(Moran)的研究显示，即使60％的企业中有6％投入了超过100万美元用于品牌在线社区建设，但35％的企业成员不到100人，而不到四分之一的企业成员超过了1000人。 Moran概述了三个原因，他认为大多数在线社区无法吸引客户。

• 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.

  新兴技术吸引了企业。 被钟声所困扰，许多企业愚蠢地将全部预算用于技术上。 莫兰(Moran)的建议是与社区成员联系，让他们为您进行研发，而不是将其浪费在您可能真正不需要的高科技上。 如果与品牌相关联的社区的目标是使人们宣传您的产品或服务，请花时间和金钱来推广它们，而不是开发精美的网站。

• 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.

  缺乏适当的管理。 Deloitte的研究发现，有30％的在线社区只有兼职员工，而大多数人只有一个PR负责主持节目。 建议：聘请具有运行和建立在线社区经验的社交社区经理。 受管理的社区不太可能像一般主流社交网络那样自然发展，因此您需要一个知道如何建立负责人的人。 我的前同事马歇尔·柯克帕特里克(Marshall Kirkpatrick)本周早些时候写了一篇很棒的文章，介绍了在线社区经理的优点。

• 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.

  错误的衡量指标。 莫兰(Moran)注意到，大多数企业都以错误的方式来衡量社区的成功。 尽管他们的既定目标通常是建立病毒式的口碑营销并提高品牌忠诚度，但他们用来衡量成功的指标是唯一身份访问者。 如果您只是想增加对该网站的访问量，那么您就错过了重点。 您并不是要与主流社交网络竞争，所以您不需要追逐眼球。 相反，您需要在最忠实的用户之间建立互动并创造一定程度的舒适感 ，以便他们为您宣传您的产品。 衡量此问题的最佳方法可能是查看博客提及和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.

许多品牌的在线社区失败的第四个原因是莫兰没有提到，这是噪音，很多噪音。 我们生活在一个信息过载对许多人来说都是现实问题的时代，而注册另一个社交网站，尤其是专注于单个品牌的社交网站，可能并不有吸引力。 这是您无法控制的，但这是为什么唯一访问者是此类项目的糟糕指标，以及为什么要聘请知道如何最好地接触并扩大您的核心用户基础的人(即“真正的粉丝”)的另一个原因)势在必行。

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.

这也是创建品牌化社交网络不应成为公司社交媒体战略的唯一组成部分的原因。 公司还应该在Facebook，MySpace等主流网络上都有业务。让您的顽固粉丝在他们最喜欢的环境中与您联系。

翻译自: https://www.sitepoint.com/study-why-most-online-communities-fail/

为什么程序员大多数性格内向