Building a Web Community Is Easier Said than Done

Anyone who tells you that building an online community is easy is smoking something. There are so many aspects involved in creating a living web community that many times it seems overwhelming.

That said, being a part of or creating an online community is at the forefront of many marketing plans today. I was asked by Website magazine to write an article on this subject, from the standpoint of simple takeaways that anyone can deliver on.

Here is a link to the entire article. 

I like these six steps the best, which I believe are mandatory to really create an online community that at least has the opportunity to flourish. 

1. Objectives First. Like any other marketing initiative, starting
   an online community has to be backed by a corporate goal. Make sure you have
   one, whether it’s for research purposes, product development or customer
   service goals. Focus on the end corporate objective and what success truly
   means. Then, and only then, can you prepare an effectiveness and measurement
   plan.
2. Control Freaks Not Allowed. If executives in your organization
   want to keep complete control over employee and customer conversations, an
   online community effort is not for you. Online community programs of any
   kind will not be successful without complete corporate openness and
   transparency.
3. You Either Have it or You Don’t. Some traditional businesses look
   to create an online community program and have never been involved in
   significant face-to-face customer relationships. In many ways, your online
   business persona is a magnification of your off-line persona. If your
   organization isn’t active in the community now, it’s challenging to enter
   the online fray.
4. Stop Thinking Like a Marketer. Think Like a Publisher.
   Traditionally, marketing communications speak is all about selling things.
   This won’t fly in a community. To drive customer interest, you have to think
   like a publisher. It’s all about the informational needs of the reader -
   your customer. If you keep your efforts completely focused on your
   customers’ informational needs and challenges, customers will have that much
   more reason to get involved.
5. Spend Time on the Research. Whether it’s an online survey or
   customer meetings, make sure you have a clear understanding of what makes
   your target group tick before launching any online community effort.
   Remember, community building is all about your customers or members, not
   about you or your company.
6. Find the Preacher. Someone needs to own your community plan. Make
   sure to give a person in your organization the power to be the evangelist
   for this effort. It should be someone who truly puts the customer first.
   Once you decide to advance your online community plan, this person should be
   the spearhead.

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