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9 steps to building a community
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9 Steps To A Successful
Online Community
A White Paper by the KickApps Team
S
ocial media is a powerful way to grow and engage your audience, but itâs even more effective
when paired with good planning and best practices. Weâve put together this list of guidelines so
you can help your community reach its fullest potential.
1. Define your communityâs purpose and audience.
Matt Haughey, founder of the legendary online community MetaFilter, said: âThere are lots of possible
reasons to start a community, but generally itâs good to focus on a specific topic. Having a specific
topic means youâll have an easier time explaining your siteâs purpose, and quickly finding likeâminded
people to contribute their thoughts and contentâŠ.â If you already have a website and an audience,
you probably have a good head start. But if you donât, pick a topic and get to know the people for
whom youâll be building the community. If itâs for chefs, spend some time where chefs hang outâ
both online and off. Talk to people and cultivate relationships. The better you understand what drives
your audience, the more likely youâll build a community they find valuable.
2. Get a Community Manager.
Every party needs a host. Your Community Manager should be your most active, highâprofile
memberâaccountable to everyone and responsible for setting the tone for the community
experience. He or she needs to be patient, well spoken, and inspiring. The goal isnât for this person
to control the community, but to curate it, and the work done up front will pay off later in spades. For
many large communities this can be a full time job, but as your community flourishes, other hosts will
emerge from your member base to share the work.
2. 3. Choose the technology thatâs right for you.
New technologies have put robust communityâbuilding functionality within everyoneâs reach. When
considering a vendor, ask yourself the following questions:
âą What social media features map to my specific objectives?
âą How will these objectives evolve over time?
âą Will this solution scale with me?
âą What technical expertise/resources will it require to launch and maintain?
âą How long will it take to implement?
âą What are the solutionâs community management and reporting capabilities?
âą How much will it cost?
4. Seed your community with great content.
Prior to launch (and for as long as it takes to gain momentum) seed your community with highâquality,
relevant content. Consider inviting a good core group of people in to help. When you launch, this
seed content will spark discussions, give visitors a sense of what your community is all about, and
send the message that itâs a happening place to be.
5. Customize your communityâs look and feel.
Almost everyone who joins your community will evaluate it before becoming a member, so itâs
important to make a good first impression. In addition to great content, your communityâs look and
feel will heavily influence a potential memberâs decision to join. Tailor the aesthetic to match your
brand and appeal to your audience. If youâre integrating your community into an existing website,
keep your design and navigation consistent throughout. Not only will this increase the flow of traffic
between your site and community, but it will show visitors that your community is an important part of
your website.
6. Promote it!
Unlike the movie Field of Dreams, just because youâve built your community doesnât mean people
will come. Youâll need to market your community as you would any other product. This can include
raising awareness among your websiteâs existing audience, reaching out to bloggers and traditional
media, creating incentives for people to join through contests and promotions, inviting influential
people to become members, and even purchasing advertising.
7. Encourage active participation.
The most active and passionate members are your communityâs lifeblood. Recruit and reward them
immediatelyâitâs as much their community as it is yours. Highlight their contributions wherever
possible, and ask for their help and feedback. Contests and promotions are also great for driving
ongoing participation among current members. Radio stations have been doing this with great
success for decades!
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