The Importance of Community Management and Identifying Organizational Rot

The Importance of Community Management and Identifying Organizational Rot

Introduction:

In today's interconnected world, community management plays a vital role in fostering relationships among users. From cultivating new connections to maintaining and strengthening existing ones, community management intervenes in the dynamics of these relationships. Communities can be classified based on their dynamic or static nature and their purpose or emotional attachment. Moreover, communities hold significant importance similar to customer success, as they embody collective knowledge and provide opportunities for learning and growth. This article explores the concept of community management and its relevance in current times, while also shedding light on the detrimental effects of organizational rot.

The Power of Community Management:

Community management revolves around nurturing and facilitating connections between individuals. It recognizes the importance of fostering relationships, both online and offline, to create a sense of belonging and shared purpose. By categorizing communities based on interests, locations, actions, and practices, community managers can effectively cater to the diverse needs and preferences of their members. This approach enables community managers to curate experiences that promote engagement, collaboration, and mutual support.

The Parallels Between Community Management and Customer Success:

One of the underlying reasons for the growing importance of community management is its striking resemblance to the significance of customer success. Just as community management focuses on building and maintaining relationships, customer success aims to ensure the satisfaction and well-being of customers. Both concepts recognize the value of collective knowledge and the role it plays in driving growth and success. By leveraging the power of community, businesses can tap into the potential of referrals and recommendations, which form a substantial part of the B2B purchasing process. Research suggests that 84% of B2B purchases begin with a referral, while 81% of individuals trust business advice from friends and family. Community management, therefore, becomes a crucial aspect of fostering customer success and driving business growth.

Understanding the 1-9-90 Rule:

While communities hold immense potential for collaboration and knowledge sharing, it is important to acknowledge the inherent imbalance in contributions. The 1-9-90 rule serves as a reminder of this reality. According to this rule, only 1% of community members actively create content, 9% engage with the content, and the remaining 90% passively consume it. Community managers must be aware of this distribution and strive to create an inclusive environment where all members feel encouraged to participate and contribute. By addressing this imbalance, community managers can ensure the longevity and vibrancy of their communities.

Identifying Organizational Rot:

Just as communities can thrive, they can also experience decline due to various factors. Organizational rot occurs when the members of a community become stagnant, the purpose and interests degrade, or the demographics of the community shift over time. To prevent this decline, community managers must be vigilant in identifying early signs of rot. By developing a sixth sense for spotting these warning signs, community managers can proactively address the underlying issues and take necessary measures to revitalize the community.

Actionable Advice:

• 1. Foster Active Engagement: To counter the 1-9-90 rule, community managers should focus on creating an environment that encourages active participation. This can be achieved by initiating discussions, soliciting feedback, and recognizing valuable contributions. By actively engaging members, community managers can foster a sense of ownership and belonging within the community.

• 2. Embrace Diversity and Inclusion: Communities thrive when they embrace diversity and foster inclusive environments. Community managers should prioritize diversity in terms of perspectives, backgrounds, and experiences. By ensuring that all members feel heard and valued, community managers can create a vibrant and dynamic community that benefits from a wide range of ideas and contributions.

• 3. Continuously Adapt and Evolve: Communities are not static entities; they evolve over time. Community managers should be open to change and continuously adapt their strategies to meet the evolving needs and interests of their members. By staying attuned to the pulse of the community, community managers can ensure its longevity and relevance.

Conclusion:

In conclusion, community management plays a critical role in fostering relationships, driving customer success, and harnessing collective knowledge. By understanding the dynamics of communities and their potential for growth, community managers can create engaging and inclusive environments. However, it is essential to remain vigilant and identify signs of organizational rot to prevent the decline of communities. By implementing the actionable advice mentioned above, community managers can foster thriving communities that benefit all members and contribute to the overall success of their organizations.