Why the Four C's of Community Require the Commitment of Many

Ed: Microsites for brands.

Why the Four C's of Community Require the Commitment of Many

Let Content, Context, Connectivity and Continuity Guide Your Efforts

Posted by David Armano on 11.20.08 @ 11:11 AM

Have you ever given serious thought as to why marketers are so infatuated with the idea of "viral"? Think about it. Viral is actually pretty easy to wrap your head around. For starters, it's not difficult to measure. Views in YouTube, the number of times a video was embedded, the number of comments, the number of times a Facebook application has been downloaded or shared and the last time it was used. They are all measurable. And like traditional marketing, they're pretty easy to walk away from.

Pampers Village blends content, tools and social functionality based on the insight that parents want to connect and naturally form communities both online and off.

If you are fortunate enough to hit the "viral video" jackpot, for example, you can sit back and watch as the infectious behavior kicks in. No wonder marketers can't get away from the idea of viral. The problem with it, however, is that the odds are not in your favor. My writing may be influenced by the fact that I'm doing it on a plane on my way to Las Vegas for the WOMMA (Word of Mouth Marketing Association) summit. But, I'm also pretty sure that the stats back up my claim, as there are relatively few of the "Subservient Chicken" and Dove "Real Beauty" examples compared to the thousands of initiatives launched that hope to be the next one. ...