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Impact of Communities on Social Media Marketing

The Digital Marketing Answers Show

Social Media communities offer powerful opportunities for businesses to get in front of new audiences. In this show with +David Amerland, +Mark Traphagen, and +Eric Enge. We will discuss key do’s and don’ts for leveraging social media communities to grow your presence online.

Keywords: #dmashow

Connect with Eric Enge

CEO of Stone Temple Consulting, Author Art of SEO, Speaker at dozens of conferences per year, Contributor to Forbes, Search Engine Land, Marketing Land, Search Engine Watch, Copyblogger, and Social Media Today. Host of two live video broadcasts every week: The Digital Marketing Excellence Show and The Digital Marketing Answers Show.

Company Website: Stone Temple Consulting

Guest panel

Connect With Mark Traphagen

My mission is to help you get seen and heard, to get your message out and bring in people who want and need what you have to offer. My special know-how is in the intersection of social and search.

I'm the Senior Director of Online Marketing for Stone Temple Consulting, one of the leading online marketing agencies in the United States.

Connect With David Amerland

I travel a lot. I surf the web even more. Over the last four years I've spent time in fifteen countries and three continents making airports and hotel rooms more of a constant, for me, than home. I also spend more hours, each day, online than most people would consider to be healthy. The one stability in all this is Google+ where I can be found, time allowing, on most days. It has become my anchor.
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Personal Commentary

Member, Influence, Integration and Emotion

Read more from Wikipedia on Social Psychology and these four terms at

Some of the writing by the wikipedians I found to be somewhat vague in context. I’ll try my best to expand the first talking point.


On wikipedia, they list 5 bullet points.

  • boundaries
  • emotional safety
  • a sense of belonging and identification
  • personal investment
  • a common symbol system

I could derive several different meanings of  boundaries. So, I’m not sure what the consensus meant there? I suppose a boundary would be the exclusivity of the activity within your membership. Why did the wikipedians chose to use ’emotional safety’ rather than  ’emotional security’? If John/Mary Doe is a member of The National Rifle Association he/she may feel a sense of emotional confidence that the gun safety training programs were more accurate than a local gun club?

We all can relate to a sense of identification. How many of you have P.T.A stickers? Political propaganda bumper stickers? Even our military uniforms display the union jack as a signification to country. And within those ranks, are unit flags. An expression from the unit’s members of the symbology they wish to express about the mission or role they preform. My naval unit’s flag was the letters, M & S, layered upon another with a fist out front holding two lightning bolts. It hung in the division’s office. We rarely were in formal drill formation. My countries native americans imprinted symbolisms onto their war horses Each would symbolize a role or achievement. Our modern day military also imprints symbols of acheivement or role.

Mr. Amerland alluded to the “US vs. THEM” in this video. I would suppose that a certain amount of that is necessary. Why? In the beginning of the show, Mr. Enge and Mr. Traphagen discussed competition amongst Google, Inc. and Bing™ Search being a healthy thing. Better outcomes and features are birthed in competition. Intra-unit rivalry was a healthy discourse in the military. I remember competing with unit’s damage control team. I was the damage plotter, sound powered phone talker and #1 nozzleman for the aft mast damage control team. The number of seconds to report in as manned and ready drew healthy competition.

The last talking point for membership was unified or common symbolisms. I believe these can be both material and immaterial in nature. A company is known for their customer service, generosity and for their brand logo. There is a strict adherence to certain policies to protect the intangible symbolisms. The same is said for certain uniform apparel. A certain hat, or tie. A name badge with the company logo. All important participles of common symbolisms.


I could be wrong. But, I mentally attempt to make a statement and follow up with a question to solicit a point of view either for or against me. The foundation as such as define would be:


  1. conversation or speech characterized by quick, witty comments or replies.

    banter, badinage, bantering, raillery, witticism(s), ripostes, sallies, quips,joking, jesting;

    formal persiflage
    an evening of wit and repartee

I cannot remember where I hear this advice. The advice was to end your meta description with an invitation to influence the searcher to want to click. A question or call to action that may spark their creativity. Do leave a comment and tell me what it would be to you to foster influence?

Integration and fulfillment of needs

Relating back to giving your reader the ability to influence and providing intellectual feedback could further your personal relationship with other influencers amongst your community. Giving special recognition. A few follow-up questions would show you read their content and shown an interest. Conveying how much you cared enough to pause and consider their creative expression(s).

Shared Emotional Connection

Wasn’t and still isn’t easy for me to understand how their may evolve deep emotional ties to a digital community absent actual physical contact say in a real life hangout. On the other hand, I can!  I remember some 15 years ago in the land of internet relay chat was a certain elderly man named, Jack. A really jovial fellow! His banter and conversation always seemed to make my daily burdens drift away. Three years later, the news circulated the chat community that Jack had suffered a fatal heart attack. I very much did have lumps in my throat as if I just lost a good friend. Yes! Jack was my friend. It just so happened to exist solely on the internet relay chat network. I kept coming back over and over again because of the emotional connection to the members of our chat channel.

My Summary

I think, in my opinion, that brands may create communities in social networks. It’s possible on Facebook and Google+ that I know of and can be limited to invite only or open invite. I would lean towards limited to invite only. Create the aforementioned elements of an enriched community and leverage influence of other members who have parallel skills and interests to keep the community engagement enriched in intellectual repartee.

When you share posts from your company, the +1 signals and reshares point back to sentiment and engagement level of the particular topic. One way to measure the effectiveness of a title and summary would be the lack thereof of those types of social signals. Maybe sub-topics should inherit a meme?

Very much interested in your feedback and thoughts?! How about a comment below? If you really loved it, reshare with your tribe(s).

Video: Impact of Communities on Social Media Marketing

Communities offer powerful opportunities for businesses to get in front of new audiences. In this show with +David Amerland, +Mark Traphagen, and I, we will discuss key dos and don'ts for leveraging communities to grow your presence online.