Creating a Community is Hard

AMD is really tying to reach out to the enthusiast community with their news AMD Unprocessed website and forum, but so far, the going is pretty slow. It's always that way, because building a community takes time. The conversations are kind of forced at first, and no one knows quite what they can get away with, and when the community is somewhat exclusive (Unprocessed is primarily for tech bloggers) it takes even longer.

That said, the joint appears to be run by AMD and notable Windows blogger Robert McLaws. It looks like the idea is similar to what Microsoft is doing with The Hive (of which I am also a member), but focused on AMD products primarily.

I've got a bit of advice for AMD, and we'll see where it goes from here. First, they need to get more involved. Right now, a few of us are trying to get the ball rolling, but there has been very little involvement from AMD directly in the conversations. While it might not be Scott Carroll (who took over for Chris Aarons), some AMD people need to be there talking and assuring us the place is open for business. The only way bloggers will make a point to come there is if they have a direct conduit to information ... it's all about access. Otherwise, they can probably get better information from other third-party sources.

Second, with all due respect to Scott, get your welcome message off the home page. The idea of AMD "Unprocessed" flies against the idea of a PR guy providing us with information, so you may want to consider hiring an experienced Community Manager. Either that, or you've got to "open the kimono" right away and give bloggers access to information they couldn't get otherwise. Building trust takes time, but if you want to jump start a community, sometimes a grand gesture is required.

Lastly, if it's going to be a community, give people more places to talk about off-topic stuff, and maybe even about your competitors. Communities don't always stay on-topic, and sometimes it's the off-topic stuff that keeps people going in that difficult genesis period.

Anyway, it's an interesting experiment, and I hope it works. AMD has an opportunity to grab a little more mindshare from their competitors, and it's critical at a time where AMD is falling behind in the performance area, both in processors and graphics. Hopefully this will be great impetus for them.