Recently, I was presenting to a group of psychologists on the benefits of building an online community.
Telling the story of KasCare is a one good way to explain. In this case, however, I wanted to illustrate the concept based on the work they were involved in.
A shared You Tube link about a twin girl with autism who could not speak, but at 13 began to type with great insight into her condition, provided a sensitive, but emotive platform to describe how they might start this process. It would appear that neither the parent’s or the teachers of this child anticipated this response from her.
While it raised issues of a professional and ethical nature, the video is widely broadcast, both on You Tube and in news channels and has had over 170,000 views, so we could safely assume it’s in the public domain.
Handled sensitively, it could provide a platform for dialogue to assist many teachers and parents’ looking after children with Autism.
How blogging could do this
We assumed that one of the psychologists had found the link.
She brought her own knowledge and understanding of the situation, wrote a compelling introduction to the video link, explained why she thought it would be insightful and posted it with the embedded You Tube video to their site.
People browsing the web, use keyword terms to find what they are looking for. In this case we imagined then, that a teacher searching for information on how to provide support for a child with Autism in her class keyed in, ‘teaching children with autism’ into his Google browser.
There are around 15,000 searches for this term globally and children with autism has about 680,000 searches.
Remember this is a hypothetical. So we are going to assume that the psychologist had done some work to correctly optimise the post for the term ‘teaching children with autism’. They had also been active in ensuring that their website was well connected to other sites and had contributed to various appropriate social media groups.
The viral nature of blogging
Because of this, the teacher saw it in his search engine results. The meta description was compelling and he decided to watch it. Greatly moved, he copied the link to the post to his fellow teachers and a few parents of children with autism he was involved in.
They too clicked through to the site to watch it. That means they were on the site for 10 minutes or more, helpful in terms of Google’s algorithms. They also tweeted, liked and linked it.
In the meantime, the physiologist had discovered through her curiosity online, a number of blogs, groups and forums where there was a vibrant dialogue on autism.
She directed people on these to this remarkable video and included the link. A percentage of people involved in these discussions clicked through to the site.
One of these, an eminent psychologist in the field of Autism who has a blog with a readership of several thousand clicked through. He posted the link in his blog. Many of his visitors clicked through too, watched the video and in turn re-tweeted and liked it to their own family and friends, exposing it to a far greater audience.
At the bottom of her post, the psychologist had a link to a Teaching Tips for Autistic Children report she had written. A percentage of the people who watched the video downloaded it.
Their names and emails were now captured in the database. They received an email as an autoresponder, (it had been prewritten and programmed to go out as soon as someone added in their name and email).
The email thanked them for downloading the report. It explained a little about the work the psychologist’s organisation did in autism support. It also directed them to the autism support page in the website.
Bringing them back and building a relationship with them
So they clicked through to the website again. Because the URL of the page was autism-support and there had been a volume of traffic now to this page, Google directed more and more traffic for this search request to this page.
At the bottom of the page there was a link to Autism Support outreach and the new service they had supporting students.
Turning them into your community online
The visitors felt warmly toward the organisation for introducing them to the video and for the very helpful report on teaching autistic children. In addition, they now have a service they did not know about before, but they need.
Will they recommend this organisation? Will they direct people to their website? Will they send on the link of the video again? More than likely.
Repeat. Keep giving out your most valuable advice and information. Genuinely care about how you serve your community and that is how you build a community online.
And why you must blog!
You can read more about building community online in Clans, Supercharge Your Business.