Four quick ways to channel community passion for business good.
Last year, we had our windows washed at the office. The serviceman arrived with his squeegee in hand and a massive tattoo on his arm reading, "I love windows." Like a bumper sticker on a bicep, his passion for his work was literally written on him - permanently - for the whole world to see. While most people wouldn't exactly brand themselves on their flesh like he did, many brand communities have equally passionate advocates who are so engaged and in love with your brand that they will go lengths to help you be successful. This kind of advocacy can't be bottled, but it can be utilized in new and interesting ways to magnify the impact of your community and the power of your brand.
Here are a few quick ways to channel this passion for business good:
Try one of these engagement techniques this quarter (minus the tattooing idea in the intro). They are easy to implement because they require little, if no, capital investment and produce brand affinity that money just can't buy.
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Laney Whitcanack is Federated Media Publishing's chief community officer. Prior to joining FM, Laney co-founded BigTent in 2006 and focused on innovating online and offline ways to connect people with communities they care about. She spent the decade previous to BigTent coaching and training hundreds of community leaders, in the U.S. and Mexico, most recently as the director of community programs for the Coro Center for Civic Leadership.
A published author and speaker on entrepreneurship and community organizing, Laney received the Jefferson Award for Public Service in 2008. She is currently a board member of Zeum: San Francisco's Children's Museum and The Princess Project and is involved in even more community groups after the birth of her daughter, Campbell, last year. Laney has a B.A. from UCLA, and MBA from the Simmons School of Management, and an Ed.M from Harvard University.
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