The heart of building an online social community is to recognise the 'showcasing' potential of the medium.
Many businesses struggle to use social media effectively, thereby failing to extract maximum potential from the technology, and themselves.
Shama Kabani, author of The Zen of Social Media Marketing, argues that 'social media is all about people showcasing their lives'.
Understanding this enables businesses to navigate a way forward.
If you don't think enough people 'like' your business on Facebook or follow your company on Twitter, Ms Kabani says you're "looking in the wrong mirror".
Most businesses fail with social media because people don't use social media to connect with businesses or even with each other.
It's their own version of their life being led; the life they are showcasing to the world through Facebook, Instagram, FourSquare and the rest.
Remember primary school? You're having a cheese sandwich, and the kid next to you says he likes cheese sandwiches; then he says he likes a certain footy team, and you like that team ... that's how friendships are forged.
The same is true during your teens, into your 20s and beyond.
The only difference is that now all this is online.
Facebook really understands this. A person's Facebook profile is the mirror they hold up to show everyone who they are. It's their 'acceptable' face online.
They associate with people (and businesses) that reflect on themselves.
Social media is more about reflection than connection.
Meanwhile, most companies still focus on less important aspects, such as getting customers to connect with them.
They just want 'likes' on their Facebook page, and 'followers' on their Twitter accounts, as though it's some mass popularity contest. This misses the point.
Why should they like your business page? Ask your customers what it would it say about you.
If you were Harley Davidson, well, yes, your fans might showcase their life through your company's products. Or Porsche. Or Hugo Boss.
Many may have personal cravings for fast food, but as it is a guilty pleasure, they may not want to 'like' the burger chain's Facebook page.
However, if you look at the Facebook pages for these well-known brands you will pick up some clues as to their strategy.
It can also work for large businesses and governments.
Have a look at how Sir Richard Branson and Barack Obama have used the allure of their own personal brands on social media to engage with communities and invite everyone to join in. In WA,
Dale Alcock and Lisa Scaffidi have used their own social media pages to similar effect.
The heart of building an online social community is to recognise this 'showcasing' purpose.
Don't give discounts or giveaways to 'like' your page. That is just a transaction: 'Here's my like, now give me my discount'.
Consider what US-based real estate agent and "seasoned geek" Linda Davis did with Facebook.
A few years ago, she set up a group page for her rural community of Ledyard, Connecticut, and asked her townsfolk to join.
They all piled on, sharing and liking and commenting and laughing.
She rarely has to post anything as it has a life of its own. Guess who is the top-selling agent in that town?
So if you have a Facebook page for your business, ask yourself why a client or customer (or staff member) might 'like' it – what does it say about them? How can you help them showcase their life? That's the secret.
Oh, and by the way, I'd love you to 'like' Business News' Facebook page and follow our Twitter account – but only if you think it will add to your personal brand.
Charlie Gunningham is an internet entrepreneur and Business News general manager of digital.
