The Key to Building a Successful Online Community

Clay Shirky, Here Comes Everybody

Chapter 9 Review

In this chapter, Shirky talks about the principals on which Small World networks are built and why in the world where virtually everybody is connected to everybody, Small World networks prove to be most effective and efficient at maintaining connections and moving information. Shirky writes: "Small World networks have two characteristics that, when balanced properly, let messages move through the network effectively. The first is that small groups are densely connected... The second characteristic... is that large groups are sparsely connected." In other words, a Small World network consists of many small clusters of closely connected (average) users bridged by highly connected individuals.

In social media marketing terms, those highly connected individuals are often referred to as "though leaders." The ultimate goal of many social media marketing campaigns that I've witnessed was to get attention of "though leaders" in particular industries. What many campaigns have failed to accomplish, however, is to provide those high-profile individuals with the right tools to help companies connect people with one another as well with marketed brands.

A blog post by Chris Brogan about your brand or a viral YouTube video guarantee your 5 minutes of fame. But what happens next? Have you created a space where people who like your brand can come together (think blog, Facebook page, branded community, etc.)? Have you given them the tools to connect and build relationships with one another and your brand (think: comments, reviews, guest posts, user-uploaded photos and videos, etc.)?

Too often social media marketing campaigns focus on one of the two key components of the Small World network: high-profile individuals or average users. The key is to find the right balance between the two. Let (average) users connect and talk about your brand - and everything else - in smaller clusters. This is a natural way for groups of people to exchange information. At the same time, have the tools that"though leaders" can use to bring in more people and help them build and maintain their own connection withing already existing community.