“People who talk only of themselves think only of themselves” – Nicholas M. Butley
Talking only about what you find interesting generally does not lead to the most interesting communities. It is mainly stimulating the dialogue around the interests of your fans that leads to the creation of active communities. Such discussions do not always have to (and will not) be of direct added value to you as an organization. It is about realizing that indirect dialogue about your brand, your products or services or related themes (whether or not within an environment controlled by you) is ultimately of added value to you.
On the Facebook page of Lido Club Amsterdam, Holland Casino (disclaimer: luxembourg phone number list customer of Social Embassy) recently launched a DJ Contest. Amateur DJs can submit their beats and the house DJ of Lido Club will judge and invite two DJs every Thursday evening to play for an hour. Despite the fact that Lido Club is a club of Holland Casino, discussions about DJing do not directly add value to Holland Casino. Nevertheless, Lido benefits from the contest because it leads to a growth of the fan community and an increase in interaction on the page. But much more important: the contest increases loyalty to Lido Club among fans (DJs think it is a really cool action) and increases floor traffic to the club itself (DJs start playing and Facebook fans want to see this). Success in optima forma.