Residential architecture in many areas of the country was once dominated by homes with large front porches. They were more than just a home feature, they were a fixture – an intermediary between the inside of a home and the rest of the world.

The front porch served many purposes, one of them being an invitation. During period of pleasant weather, occupants of the house would congregate outside, sitting on the porch, enjoying the outdoors. Passers by knew the occupants were home if they were on the porch. This simple architectural characteristic encouraged conversation, interaction, and awareness.

After World War II, slowly then rapidly, home design changed. New houses were built to accommodate the growing population of automobiles and the need to store them somewhere [the garage]. As a result, the porch moved from the front to the back of the house. Back yards became extensions of the back porch, giving home occupants the ability to spend outdoor time in a more private setting. At the same time, Americans became more individualistic and less community oriented. A passer-by might not know if their neighbor was home.

“Nobody thought much about the front porch when most Americans had them and used them. The great American front porch was just there, open and sociable, an unassigned part of the house that belonged to everyone and no one, a place for family and friends to pass the time.”
–Rochlin, The Front Porch, in Home, Sweet Home

Brands need to consider if they are building their social media ‘houses’ with an inviting front porch, a private back porch, or no social space at all. They also need to recognize the consequences of each strategy. The best social brands construct inviting front porches – offering customers, employees and the world a place that belongs to everyone and no one. A place to converse, engage, and learn.

What are some of the key differences between ‘Front Porch’ and ‘Back Porch’ brands when it comes to social media?

Characteristics of ‘Front Porch’ Brands:

• Always let their constituents and customers know they are there, ready to invite guests in and engage in conversation.
• Listen and respond to all conversations – even from the casual passer-by.
• Take an interest in the world around them, even from markets and industries that are different from theirs.

Characteristics of ‘Back Porch’ Brands:

• Appear as though they have no interest in engaging in a dialog with potential or existing customers.
• Take little or no interest in anything other than the market they serve.
• Spend little time listening to the online conversations taking place among their customers, prospects, competitors, and community.
• Are reticent to listen to or invite new audiences into their sphere of influence.

Which brand type will have a more accurate view of how they are perceived in the market? Which brand type will be able to serve its customers, partners, and employees better? Which brand type will be more popular in the neighborhood? The answer is relatively simple.

Being a good, open neighbor takes work – even in a small neighborhood. Brands face the same challenge. The bigger their market, the more challenging it is to to listen, respond, and be open. There are plenty of tools and techniques brands can use to be “Front Porch” brands. The leaders and decision makers simply need to decide to build, or re-build, their homes that way.

Is your brand’s social media strategy ‘Front Porch’ or ‘Back Porch’?

By Leigh Fatzinger

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