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How to make your online community a success
In a previous blog we explored the question of how to find out if an online community suits your association. In this blog we will discuss setting up an online community. What do you need to start an online community, how do you get participants on your community and what is a realistic timeline to build your online community?
Every association is already a community by nature. After all, an association consists of a group of people who share an interest, experiences or a common goal. And of course every association is different, but there are a number of universal tips and strategies that can be used to build a high-quality and engaging digital community that members want to participate in. We have listed them for you.
View participants as members instead of users
Although online platforms often speak about 'users' (we are guilty of this ourselves), it is more beneficial to see the members of your association as members of your community. Not without reason is there a clear difference between these two terms when you consult a dictionary. A user is a person who uses something, while a member is one of the individuals in a group. This is an important difference, because a community exists by the grace of a sense of community. You don't want to approach the people in your community as individuals who consume something, but as members of a collective who create something together.
We'll illustrate this using the example of traditional social media. Companies like Instagram, X, and Facebook have primarily designed their platforms as products to satisfy individual user needs. But in doing so, they miss the opportunity to form a real community and give people a sense of belonging to something larger. It's not without reason that many people often say that social media is meant to connect us, but that we actually often feel lonely and isolated because of it. By putting the spotlight on the individual, the communal aspect doesn't get the chance to flourish.
In an online community of an association, it's about the community as a whole, not just the experiences of an individual user. Therefore, create a platform intended to bring people into contact with each other and encourage them to work together, communicate, and share ideas and expertise.
Give yourself time
Building a community is difficult. It takes time before a community truly feels like a 'safe haven' or community. Marketing guru Seth Godin once said: "'Build it and they will come' only exists in movies." For online communities, it's 'build it, nurture it, engage them, and people might come and stay'. In short, building and maintaining a community is hard work. But it yields a lot for an association.
As an association, it's important to build trust with your members so they feel comfortable enough to contribute to the platform. This takes time, so don't be too hard on yourself if the community isn't filled with user content and buzzing with conversations within a few weeks, or even months.
Start small
Start with a select group of members that you invite to your community, before you open the platform to the whole world. This way you can test ideas about content, moderation and community management on a small group. They can give you valuable feedback and ideas and, moreover, valuable information is already ready when you alert other members to the platform.
Relevant information is the key to a successful community. And because it takes a while for your community to come alive and members to actively post contributions, it is important to think in advance about the information you want to share on the platform. Create a content plan for six months to a year with which you can provide the online community with relevant information at regular intervals and keep it informed of trends and developments in your (professional) field.
Actively seek contact with members
As an association, for example for patients, you also want to be active in the online community and support and stimulate your members. Like and respond to their contributions, personally invite them to an event or put them in the spotlight on the platform. For example, by holding interviews with active community members about why they became a member, how long they have been a member and what valuable information and contacts they find on the platform, you put them in the spotlight. In this way, you really place your members at the heart of your association. Show your members online that you are actively involved and can offer knowledge and expertise on specific topics and themes.
Make yourself known
Marketing is crucial to kick-starting your digital platform. With an authentic approach and relevant information, you can let members know that there is a place online where they can connect with like-minded people, share experiences and find other valuable information. For example, make sure that you include a link to the online community in all mailings that you send.
You can also move part of your conversation to social media and share topics and events there, for example, so that you reach new (community) members. Finally, keep the community alive by regularly sending an email update of the information and conversations that are going on in your association's digital meeting place.
Valuable member benefits
The way members view membership benefits has changed over the past five to ten years. While connection is still an important element, younger generations tend to build their networks differently. With the proliferation of social media, it is easy to get the false sense that connections can be made on your own and that knowledge and experiences can be safely exchanged.
An online community of a specific association provides a safe environment for members to connect and exchange information. In this way, you make your online community one of your most valuable membership benefits. Once you have successfully established your community, it is essential that it remains vibrant.
