SPURspectives

This SPURspectives post is part 4 of a series we’ve written on the various forms of social networks. The position that we’ve put forth is there are at least 3 forms in which social networks exist — pools, hub & spoke, and webs. We also think social networks can transform from one form to the other and can grow in a sequential progression. As previously mentioned, our take on this is, in part, influenced by Susan Fournier and Lara Lee, who recently published an article in the Harvard Business Review, Getting Brand Communities Right, (HBR, Vol. 87, No. 4) where they discussed these three community affiliation models as they relate to building a following for a brand. We think the three models translate to many other types of social networks beyond consumer brands. This post is about the third form — webs, the most sophisticated and powerful of the 3 forms of social networks.

Webs are formed by facilitating the creation of connections, or bonds, between the nodes in a pool of people. Relationships matter. As a leader, your role is to facilitate the creation of bonds between people with common goals and complementary resources or abilities. The combination compounds the value of the individuals. Since there are exponentially more bonds available in a group than nodes, a group will gain more benefit faster by facilitating the creation of bonds than by adding more members. That’s why a small but highly integrated force can defeat a large unruly mob.

However, customers, donors, and volunteers cannot be effectively assigned to groups in the way that military teams are assigned to duty. Customers, donors, and volunteers are self selecting and respond best in self forming groups. That’s why the leader’s role is to facilitate rather than command. You are there to match skill sets and personalities in a complimentary fashion — to help people become friends and learn to enjoy one another’s contribution to the group.

This is largely a matter of empowering members through inclusion in the mission. Each person has a role and adds value. Leaders need to:

• Give members a place to meet, real and virtual
• Provide a range of communication channels, including social media
• Show by example
• Provide inspiration
• Embrace rivalry
• Fan the flames of passion
• Provide praise for taking action
• Publicly reward good behavior
• Provide tools that are easier than starting from scratch
• Be ready to let go — communities defy control

Think back on the groups you’ve been part of or the causes and ideas that you support. The ones you have fond memories of most likely had these things going for them. The rest are simply forgotten. Your fond memories are the legacy of the bonds that were created. Webs are all about the connections.

Tags: donor, hubs, non profit, pools, social media, social network, spoke, web