Une des règles d’or en communications, et surtout en gestion de crise, est :
Dites ce que vous ferez et faites ce que vous avez dit.
Autrement dit, les paroles seules pourront calmer le jeu temporairement mais si elles ne sont pas accompagnées de gestes concrets, vous ne passerez pas au-travers de la crise.
Jason Falls, fondateur de Social Media Explorer, tient le même discours dans son billet “Community Is About Your Behavior, Not Your Brand” :
Whatever your definition of community, and those to which you belong, think about why you belong and what makes it a community. … If you enjoy your neighborhood, it’s likely not because of the location or the local services you can access, but because your neighbors behave like you, look like you, and act like you. Or at least like you’d like to behave, look and act.
Now extend that analysis to the online world. Do you consider yourself a part of community here at Social Media Explorer? What about Mashable? Reddit? Wikipedia? If so, it’s not because of SME or those other sites and what the offer. It’s probably because you appreciate the behavior of those websites in empowering you to be a part of something more than you could build on your own.
If you ask the question, “Why do people love our brand?” and you answer with something that is about your brand, you’re not fostering community. The answer will lie in your behavior. Until it does, the only community you’ll ever have is servers full of wireframes and profiles — hollow containers of what could be.
