A client recently asked what I know about an arena that she calls "communities of practice." She was interested in hearing about how professional service firms are intentionally facilitating peer-to-peer knowledge exchanges amongst clients, prospects, sector influencers and other thought leaders.
Talk about a unique way to build client loyalty! Call it what you want: Communities of practice . . . social networking . . . guided conversations . . . whatever. No matter if it's undertaken both in person and through electronic means, and if your firm doesn't "fear having all the answers," it can offer substantial benefits ("reciprocal value" as articulated by a leading firm in the field, Tapestry Networks) to everyone involved. And, happily for marketers, facilitating a social network inevitably positions the group's sponsor (in this case my client's firm!) favorably in front of each of these audiences.
If your PSF has begun creating its own set of social networks, and you can offer some insights about this type of initiative, please share your comments here. Specifically,
- Provide a few details about the network. What's it about, who belongs, what's its format?
- What were your expectations about building a "community of practice" or a "social network?"
- What are your lessons learned, especially those relevant for a professional services firm?
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