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Growing Your Guild Through Social Media

If done right, social media can be a differentiator in guild recruitment and management.

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In the beginning

The creation of a guild is an event that is special to many online gamers.  It’s the opportunity to lead your friends and colleagues, generate influence over game X, or simply have things your way.  A great website is normally the first item required to provide the guild with a sense of structure and central source of information distribution.  A quality voice server is generally second, and usually the final asset needed to get folks communicating and collaborating in and out of game.  So, what’s missing?

Nothing good comes easy

Unless your guild just happens to form with a hundred or so people, it will require some form of marketing effort to inform gamers about your guild’s existence.  In years past, the shout-out in General Chat seemed to garner some sort of success in getting folks to inquire about guilds relative to the colorfulness of the message being shouted.  However, this is fodder for the /ignore from most.  The forums of game X are another option, but lose effectiveness given the community attitude – which trends toward the negative in most forums communities these days.  This is where Social Media can help in a pre-, current and post-game launch scenario.

Social Media

Since about 2009, most game studios have created Twitter or Facebook accounts to establish additional lines of customer intimacy.  In kind, responsive guilds have done the same to have direct communications with developers.  Over time, this has evolved into a method of marketing or promoting one’s guild through general Tweets, Facebook wall entries, or Reddit posts to a given community; more specifically, it has become the “history” of interaction with developers of game X that differentiate one’s guild from the pack.  It is the early adopters of new games and the “virtual” relationships and interactions which help guilds establish a pseudo-pecking order within these communities. 

Relationships and their evidence (view-able through Streams, Walls, or Pages) equate to credibility and the (potential) promise or hope of early beta access.  These demonstrated interactions of guild Y with game X can be powerful differentiators or discriminators that attract and finally persuade new members to join.  In 2013, many guilds do this successfully, with altruistic intentions; a great example of a premiere multi-gaming guild with great social networking campaign is Legend Gaming

Legend Gaming is a multi-gaming community that establishes a chapter for each game they feel has enough critical mass to host a full guild.  They work as a distributed, federated unit to support the community of Legend Gaming, while maintaining the autonomy to have local or game specific leadership and activities.  To recruit, promote, and maintain their community and relative chapters, they masterfully use social media to gain and maintain game specific prominence and interaction with the developers, the community and other potential ally or enemy guilds.

There is strength in numbers, so what

Why social media?  The success of social media is multi-faceted.  Initially, it is the ease of use or access from almost any point of interest – not a game specific source.  Folks can get into Facebook or Twitter to keep in touch with their friends and family, and then learn it is the same account that can lead them to tracking their favorite hobbies.  The cost is also very attractive – free is just hard to turn down.  Finally, it is the mobility of it all.  People and guilds can establish their presence then maintain their appearance, opinion, and interaction on the go as well as in front of their computer.

The most recent and best example of using social media successfully as a guild building tools is the collaboration my guild had with the folks from the Shoddy Cast using YouTube:

  

The direct benefit and result of this video was 18 new guild applications within 8 hours of publishing.  Social media is not a perfect option--nothing is. Yet, a good and active social media presence has been shown to help promote a guild’s presence, communicate activity levels and demonstrate the desire to collaborate.  

Originally Published Feb. 24th 2013

Featured Contributor

Mark Taylor is a riddle, wrapped in a mystery, inside an enigma.



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Comments
  • 1
    machineman_6597 2 years ago
    Smart stuff... in a way it's easier than ever to find potential guild members, but it's also harder to make it seem like it's not just noise to everyone. Nice read.
  • 2
    Crazylor 2 years ago
    Contributor
    Great post. I imagine a day where guilds could one day unite for common purposes yet still retain their own individuality. Oh the day where we all stand side by side and across from one another, and the circle closes and only one holds the crown. Oh the day!!
  • 1
    Raegy 2 years ago
    Great and Informative. Very well written.
  • 2
    Daniel Stevens 2 years ago
    Contributor
    Can i join Guild Umbra also?
  • 1
    Guhnz 2 years ago
    Great job on the article. Well said. Nothing successful is ever easy..all hard work and determination. This article has a lot of useful information especially for new guilds just trying to get there foot in the door. Well done!!!!
  • 1
    riastlin8830 2 years ago
    Great shoddy cast and good info. Go Guild Umbra!
  • 1
    ZenonXI 2 years ago
    Very informative, my understanding of the power to assist guilds and games through social media has increased thanks to this article.

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