In one of my social networks I was asked "What is Community Building"? That made me realize that I’m maybe using a term with the assumption that others know what I’m talking about. For community managers we just make the assumption that it’s the goal of what we practice. The Wikipedia definition doesn’t have a definition in regard to online communities so let’s define it!
Community building is a field of practices directed toward the creation or enhancement of community between individuals within a regional area (such as a neighbourhood) or with a common interest. It is sometimes encompassed under the field of community development.
A wide variety of practices can be utilized for community building, ranging from simple events like potlucks and small book clubs, to larger–scale efforts such as mass festivals and building construction projects that involve local participants rather than outside contractors.
This is my definition: Community building is a process of building a following of people with a common interest around a product/brand, personal brand, blog, or site online.
What do you think of that? please share your ideas. Then we need to identify how it’s accomplished.
For my new readers I want to describe the basis behind the community manager position (the person doing the community building). It’s the why.
Many companies are realizing that they can be out interacting with the advocates of their brand. And some are changing their product development lifecycles based on customer feedback. (It’s shortening that process). So it’s a function of marketing & product development. But the question is, from what department should this happen? (IT, marketing, development, etc). It doesn’t really matter as long as someone is doing it. The customers are creating their own groundswell the way it is (initiating this movement by talking about the brands that they like – word of mouth is not to be ignored & needs to be fostered).
So who should do this? Some companies are adding the Community Manager position. I’ve been working in this position for a software company. I work with customers online & am the ‘meta-customer’ internally. I provide feedback & route info to: cust service, tech support, prod development, QA, marketing, exec level, etc.
There is a process around building that community. Some would say it’s building brand, but it’s so much more than that. It’s getting people to participate and interact each with other. The end result is to create a vibrant community around a person, a product or a brand.
If you have a presence on the web (whether a blog, website or customers discussing your brand) then you should be considering community building strategies to grow your community (identifying where your potential audience is, increasing awareness, driving traffic, etc) as well as using the appropriate social media tools.
So we need to define the online version of ‘practices for community building’. Feel free to change this first part too:
Community building is a process of building a following of people with a common interest around a product/brand, personal brand, blog, or site online.
(outline of how this is accomplished online – utilizing social media tools, providing a platform, contesting, online chats, webinars, providing resources, etc)
I look forward to your help!
A nobel challenge Connie.
I’m a relative newcomer to the field but let me give it a shot. You definition, to me, focuses too much on the product side of it (the thing being built around) rather than the people (the people coming together) – and that’s not necessarily a bad thing.
So, I’d tweak your definition a little:
“Online community building is a process of encouraging and empowering online networks of people around a core theme on a website, blog or mobile platform.”
I don’t like the word “theme”, but finding a word which covers all the possible tangible, intangible, and outright bizzare things which bring people together in the first place isn’t a skill I can lay claim to :)
I think a definition like this may bring the defniniton of Community Manager out of the business world and include hobby sites or personal interest sites a bit better.
Anyhoo, that’s all I have for now, figured I might as well move from the world of “spectator” to “critic” ;)
Justin
It would also help if I could spell, but oh well :)
Connie,
I really like your definition. I have a question for you.
You mention in your role for the software company, you act as a ‘meta customer’. If you were the first person in this role (I am guessing you were), how did you get the buyin from all the non-marketing departments? And was there much sceptism in the business for the role of Community Manager?
Hey Justin – no worries on your your spelling! I can remedy that. And thank you from moving to spectator to joining in. I hope others do so also.
I like your use of “empowering” here: “Online community building is a process of encouraging and empowering online networks of people around a core theme on a website, blog or mobile platform.”
Because community management is such a misnomer – you’re right – if it’s done correctly it really is providing the community with guidance to build community around themselves. As some have said – it’s like ‘herding cats’!
Hi Andy,
I wasn’t the first person in my role. The person that started it was in ESD & marketing. Back in 2006 he was intrigued by Andy Sernowitz’s work and WOM. So when he had time he was exploring where the communities were at. Then he found me using the company’s product in a totally new way & the rest is history as they say. (It really is a whole post).
When I became the Community Manager the position was expanded & the ESD responsibilities shifted to allow me to focus on growing the role. And how I got ‘buy-in’ (support) from the other departments is also another post. More coming on those topics.
Thanks so much for giving me ideas for future topics!
Does anyone else have ideas for the definition for community building?
Your definition is pretty workable; I would just ad an extra perspective or two.
The word “following” seems to be central to that definition. But a successful community also permits a “leading” within its structure. Leadership and fellowship aren’t only interdependent, they can be bi-directional.
Smart leaders know when to follow and smart businesses know when to take their customers’ lead and then return their leadership with unexpected brilliance.
So I would say that a successful online community provides the kind of dynamic, flexible interactivity where a business’ following is encouraged and able to lead part of the way. A business community aught to facilitate the flow of relevant information that enables an organization’s flexibility to refine its plans, improve performance and accelerate the hard decisions (such as when to launch a new project or quit an old one).
And since we’re talking about a living, breathing, dynamic system it cannot be “built”. Think of an analogy from biology: living systems are never constructed from the hands of a carpenter. They grow from within, from tiny bits of information that connect, interact and re-network over and over and over in a nutrient-rich culture.
So: a community starts as a tiny kernel of an idea, gains mutual traction, consumes what is traded and grows (or dies).
So maybe rather than “How to build an online community”, figuring out the key nutrients involved in “how to grow” that community might be even more workable.
I wonder if there’s more marketing wisdom to be gained from observing a colony of ants than attending Wharton.
Hope my ramble helps a bit.
Thanks Phil for your thoughtfulness! You really took it to the next level. Considering why people find a community valuable & want to participate will provide the key to second part of the def’n.
And the first part is the evolution of the community (not the ‘building’ of it)
Great ideas! I’ll be putting these ideas together soon.
Hi Connie,
This is a great “thinking” post.
I’m compelled to add something to the definition of Community Building regarding conversations between its’ members. In that the community is not merely formed by bonds between the organization and followers, but also by bonds between the followers themselves.
It’s a no brainer and perhaps implied, but since your making a definition, I find it worth mentioning. (Plus, you’re so good at it that it’s probably like air to you.)
Cheers!
-Dave
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