Ricky Gervais (Unintentionally and Eloquently) on Facebook vs. Customer Communities

by Matthew Lees

While driving yesterday to pick up my sister at the airport, I listened to a delightful interview on the radio with Ricky Gervais. He was on the NPR program Fresh Air, talking with David Bianculli — nope, it wasn’t Terry Gross, but veteran TV critic Bianculli is very good, too — about his new animated series on HBO, “The Ricky Gervais Show.”

I’m a fan of Gervais’s, despite the fact that I haven’t watched many episodes of either the US or UK version of “The Office.” (Steve Carell stars in the US version, which is based on the original UK program, created by and starring Gervais.) Through his other shows, his stand-up routines, and his podcasts, you can tell he’s a funny, clever, candid, and amiably self-deprecating guy.

About halfway through the NPR interview, Gervais gives his take on making big-budget shows that aim for mass appeal versus smaller shows that may find only a relatively small, but more interested and passionate audience. He says:

“But, I think I’d rather do stuff that makes a big connection with a few people than a small connection with loads. I’d rather this be a few people’s favorite show, than, you know, millions and millions of people’s 10th favorite show. Because what’s the point otherwise?”

There you have, in a nutshell, the essential difference between a Facebook community and a branded customer community.

Big Connections with a Few vs. Small Connections with “Loads”

You can potentially and relatively easily build up a Facebook fan base that’s much larger than your own branded customer community. With just a single click, people can “Become a Fan” of your organization (or TV show); there couldn’t be a much lower barrier to entry. And marketers tend to love volume.

But the strength of these “Fan” connections isn’t particularly great. Most fans probably never return to the organization’s Facebook page again, and the conversations in the Discussions area tend to be superficial.

In a community that you sponsor and manage, though, you’re building much closer relationships, with stronger connections to your organization and the products and services you offer. (You’re also enabling stronger connections between community members, too.) You members are discussing topics and issues of interest and concern; they’re asking questions and giving answers; and they’re bringing up problems and providing solutions.

Strong and Weak Ties

Network theorists and sociologists call these different types of connections strong ties and weak ties.

(Contrary to how Gervais phrases it, though, there are indeed benefits to weak ties. There is indeed an answer to his rhetorical question “…what’s the point otherwise?”, as good things certainly can come out of being the 10th favorite show of millions and millions of people, especially if you’re an advertiser or an actor, writer, or producer on the show.)

But the main point that Gervais encapsulates is that it’s not always about reaching the most people you can. Big connections (i.e., strong ties) can be more meaningful than small connections, at least to some people and organizations. Marketers (and others in your organization) love deep relationships with people, too.

Your social media strategy should ideally include programs that leverage what both strong- and weak-tie connections have to offer.

Of course, you may not want to base your entire strategy on Gervais’s musings. He’s also the man who said (via David Brent, his Office persona), “If at first you don’t succeed, remove all evidence that you tried.”

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For Further Reading
A lot of interesting and useful information is available on the types and degrees of online social connections. Some is academic in nature and some discusses real-world ramifications and practical aspects of these connections. Here are a few sites with good stuff on ties…
•  Karrie Karahalios: Strong and Weak Ties in Social Media, by David Weinberger (March 3, 2010)
•  40 Years On: The History & Evolution of Social Media, by Jenny Ambrozek (November 4, 2009)
•  Weak Ties Build Strong Networks, by Adrian Scholes (May 21, 2009)
•  Design Your Own Custom Ties on Zazzle

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2 Responses to “Ricky Gervais (Unintentionally and Eloquently) on Facebook vs. Customer Communities”

Bill Johnston says:

March 4, 2010 at 7:57 pm

Great post Matthew – reading this ““But, I think I’d rather do stuff that makes a big connection with a few people than a small connection with loads. I’d rather this be a few people’s favorite show, than, you know, millions and millions of people’s 10th favorite show. Because what’s the point otherwise?””

also sparked a thought – the desire to be the best (product, experience, engagement, community) in a niche. Like GE’s practice of being #1 or #2 in a category, or exiting.

MatthewLees says:

March 4, 2010 at 8:29 pm

Thanks, Bill. I was so focused on the big/small connection thing that I didn’t even pick up on that aspect of the quote. I’m glad you mentioned it, as I think it definitely applies.