Artigo publicado originalmente no site Melhor - Gestão de Pessoas. Crédito da imagem: Freepik.
Se você é CEO ou atua em alguma liderança estratégica, provavelmente já buscou ou vai buscar saber, em breve, o que é gestão de comunidades e quais os benefícios para o seu negócio. Dados do Relatório de Comunidades 2021 da CMX — uma das maiores referências globais para gestores — mostram que 69% das empresas vão aumentar o investimento nesta atividade este ano.
O avanço tem base nos resultados de 2020, quando as comunidades empresariais ganharam força no Brasil e no mundo, uma vez que a pandemia evidenciou ainda mais o valor das conexões entre as pessoas para aumento de engajamento, produtividade e relacionamento — seja entre clientes ou colaboradores. É por isso que, neste momento, em que as pessoas e as ligações entre elas são o ativo mais estratégico para qualquer organização inteligente, a abordagem de comunidade pode ser um ótimo catalisador para destravar e ampliar a entrega de valor para o mercado.
Mas o que é gestão de comunidades empresariais? É gerir redes sociais? Não. Este é um engano comum, considerando que uma comunidade conta muito com redes sociais entre as suas estratégias de comunicação. Mas isso é só parte do trabalho. Gerir comunidades, na prática, é gerir as conexões entre as pessoas para impactar positivamente a vida delas e os resultados estratégicos da empresa, numa relação ganha-ganha. Isso pode ser feito por meio de programas de embaixadores/promotores, estímulo de produção de conteúdo pelos membros da comunidade, incentivo ao suporte técnico entre os próprios clientes, produção de eventos para engajamento de grupos de interesse estratégico, entre outras iniciativas.
Assim como qualquer área-meio, a gestão de comunidades precisa ter todas as suas ações vinculadas aos objetivos estratégicos da empresa, como redução de churn; de tempo e de custo em suporte técnico; de turnover; e aumento de fãs/defensores dentro de clientes (especialmente nas áreas técnicas); bem como ampliação da “paixão” pela marca, para citar alguns exemplos. As ações e suas métricas vão variar de acordo com a missão de cada grupo. De todo modo, o sucesso da gestão de comunidades mora na interseção entre o que as pessoas querem criar e compartilhar e o que a empresa precisa que elas criem e compartilhem.
Como toda área em estruturação — e, sobretudo, que trata de relações humanas — gestão de comunidades empresariais pode parecer algo difuso para pessoas mais pragmáticas. Mas essa impressão pode ser superada se olharmos para os ganhos que pessoas e empresas têm quando se unem em torno de um propósito, de uma crença, da vontade de evoluir.
Anos atrás, em Tribos, Seth Godin, referência global de marketing, chamava comunidades de tribos e pontuava como elas criam “fãs verdadeiros, defensores e criadores de novas conexões”. O termo “tribos” não aparece à toa. Em Sapiens, Yuval Harari conta como somos seres comunitários há centenas de milhares de anos e diz que “Uma realidade imaginada é algo em que todo mundo acredita e, enquanto essa crença partilhada persiste, a realidade imaginada exerce influência no mundo”.
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Appreciating the rising prominence of community management—an inspiring shift toward unity, vigilance, and shared responsibility for a safer tomorrow. This collective vigilance directly supports the fight against land encroachment and real estate frauds, empowering property owners through informed community action. With property values rising fast, issues like land encroachment and real estate frauds are becoming more frequent across urban and rural India. These unlawful acts not only create legal complications but can also result in emotional and financial stress for genuine property owners.
ReplyWhat is Land Encroachment?
Land encroachment refers to the illegal occupation or unauthorized use of someone else's land. This could be in the form of extended fences, constructed sheds, or even entire buildings built without permission. It often occurs on vacant plots, agricultural fields, or disputed land where ownership isn’t actively monitored.
Encroachers take advantage of absentee landlords, unclear property titles, or lack of regular inspections. Over time, proving ownership and reclaiming encroached land can become a long legal battle.
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While land encroachment is a physical act, real estate frauds often involve manipulation of legal documents, forged signatures, and false representations. These can include:
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Fake land ownership documents
Unauthorized builders selling illegal layouts
Developers failing to deliver promised properties
Misrepresentation of zoning or government approvals
Such frauds impact not just individuals but also banks, investors, and housing societies.
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To avoid falling victim to real estate frauds and land encroachment, follow these precautions:
Conduct a thorough title search through a lawyer or registered authority
Verify encumbrance certificates to check for past disputes or mortgages
Visit the site regularly, especially if you own vacant land
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Final Thoughts
Issues like land encroachment and real estate frauds can be prevented with awareness, documentation, and timely legal action. Whether you’re a landowner, homebuyer, or investor, staying vigilant and legally protected is the only way to safeguard your property rights.
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