Once mutual communication has been established between the organization and the network, Community Analytics creates new and more direct lines of communication with the broader community. Mass approaches fail to deliver a relevant message and online social networks generalize relationships to the point of creating a false identity.

Community Analytics helps organizations connect trusted advisors to each other and to community members with common interests.

The community members benefit from these new connections by gaining access to the organization for needed expertise or resources. These conversations also benefit the organization in terms of effective communication and brand strengthening as they serve the entire community. Activities that accomplish this facilitation are extensions of partnership-building initiatives.

The goal of connectivity development is to create an environment where the roles of “customer” and “vendor” are no longer germane and where dialogue is focused on the community’s needs, the best ideas, and most effective plans for realizing these ideas.

Next Phase: Relationship Sustainability