Community Forums and Psychic Income


Charlene & Josh mentions in their chapter 7 of the book Groundswell “ Energizing the Groundswell”, the fundamentals are not just of talking & listening towards customer priorities and the social media tendencies, it’s about energizing your customers. Turning customers into a word of mouth machines that would spread your Business mission statement and its vision.

One of the most appreciated resources a teenage girl can have is an online helping community. BeingGirl is an online community by Procter & Gamble devoted to articles, videos, and advice columns about such prepubescent topics as periods, bras, acne, and dating.


Lego energizes its most enthusiast adults to spread their word about the products.


As Groundswell represents the first approach to social media for professionals, it is an excellent illustration of a business supporting system. It enables people to connect on fair communication grounds & makes interaction among user/provider to be easier.

Familiarly, as we recognized the concept of social media approach, the significance of talking and how people engage themselves in communities to help each other by trust reflects support. This support can be seen in several forms. For example, Dell supports forums, Yahoo Q&A and Apple FAQ support Pages.





What is Psychic Income? How is it Useful? defines psychic income as “the non-monetary or non-material satisfactions that accompany an occupation or economic activity.”

As we manage to let people support each other, it is also important that we control the environment of online discussions provided for our customers and brand followers.

When communicating with people in different online settings, it’s important to recognize the participation motive of the customers. Communication by an interactive dialogue with your most active customers, you draw them into your business development process, which makes them an integral part. By foresting collaboration with your customers, you create a constructive power of psychic income, which helps in building your business.

According to Bernoff & Li (2011), three key components are required to have a successful online forum.

(1) Your People

(2) Content

(3) Patience and Policy.

As an emergent business, you need to think of the online forum as both yours and your customers’ which lets you tap into their creative, altruistic, and validation impulses – the search for psychic income.

‘Psychic Income’ is often a stronger motivator than financial income (Smith & Taylor, 2004, p. 301)

For generating business insights, to saving money and to make customers happier it’s important to create customer support. Three points of examination are: Recognizing the problem, identifying how you will participate and lastly whether you should create a support community or join with an existing group (Li & Bernoff, p. 171).

Many companies are afraid to dive in online programs for community connections because they fear they will pollute the community discussions (Li & Bernoff, p. 174).

Here’s particular advice you can take with you now if you choose to start a community forum consider the succeeding four steps:

  1. Start small, but gradually build on it.
  1. Call out to your most active customer; you need them. They will become important leaders in your online community. You need traffic to your online community as effects don’t just happen instantaneously.
  1. Reputation is the key, and you need to build upon it.
  1. Follow the lead of your customers. They will lead the way and answer questions that researcher might not be able to find. For instance, what your company is doing right, or incorrect? It also helps to know whether the company needs features to add to an existing product and even brings forward new ideas for future goods and services.

Forums are a great way of linking and exchanging tips, so much so that it can even create discussion topics on how you could improve your product or services.

So hope you liked the Blog. Thanks for reading and if you like it feel free to share ☺

Goodbye for now




Li, C., & Bernoff, J. Groundswell. (H. B. Review, Ed.) Forrester Research.

Smith, P. R., & Taylor, J. (2004). Marketing Communications: An Integrated Approach (4rth Edition ed.). London: Kogan.







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