Strategic Thinking and Community Management in a Post-COVID World

Strategic Thinking and Community Management in a Post-COVID World

In today's fast-paced and dynamic world, speed has become a crucial factor in both online and offline communities. The distinction between the two has blurred, and being able to communicate and produce outputs quickly has become the norm. This shift in societal and economic structures is even more evident in the aftermath of the COVID-19 pandemic. As we navigate this new reality, it is essential for community managers to think and act strategically to ensure the success and growth of their communities.

Steve Portigal, an experienced user researcher, emphasizes the importance of strategic thinking in building mature user research practices. This principle can also be applied to community management, as both disciplines require a clear understanding of the "why" and "what" before diving into the "how." Without a clear purpose and direction, any efforts to design participation and practices will be in vain.

So, why is strategic thinking crucial for community managers, especially in a post-COVID world?

1. Increased Speed and Expectations:
   In a dynamic world that demands speed, those who do not contribute or keep up with the pace may find themselves excluded. The same applies to community management, where members expect quick responses and actions. As more interactions move online, the need for rapid communication and output becomes even more pronounced. Community managers must be prepared to meet these increased expectations and adapt their strategies accordingly.

2. Blurred Boundaries:
   The distinction between online and offline communities has become less significant. In a post-COVID world, where physical interactions are limited, online communities have taken on a more prominent role. However, the principles of strategic thinking apply to both types of communities. Community managers need to consider how to design participation and practices that align with the blurred boundaries between the virtual and physical realms. This includes facilitating meaningful interactions and ensuring a seamless experience for community members, regardless of the platform.

3. Community Resilience and Adaptability:
   The COVID-19 pandemic has taught us the importance of resilience and adaptability. Communities that were able to quickly adjust their practices and provide support to their members thrived during these challenging times. Strategic thinking allows community managers to anticipate potential disruptions and develop contingency plans. By being proactive and flexible, communities can navigate uncertainties more effectively and emerge stronger.

Incorporating these insights, here are three actionable pieces of advice for community managers to enhance their strategic thinking and management skills:

1. Clearly Define the Purpose and Goals of the Community:
   Before diving into the "how" of community management, it is crucial to establish a clear understanding of the community's purpose and goals. This involves defining the target audience, the value proposition, and the desired outcomes. By having a well-defined purpose, community managers can align their strategies and actions to ensure a cohesive and engaging experience for members.

2. Foster a Culture of Collaboration and Co-creation:
   Strategic community management goes beyond top-down decision-making. Encourage community members to actively participate and contribute to the community's growth and development. This can be achieved by creating opportunities for collaboration and co-creation, such as through user-generated content, feedback loops, and virtual events. By involving the community in decision-making processes, community managers can tap into the collective intelligence and foster a sense of ownership among members.

3. Continuously Monitor and Adapt:
   Strategic thinking requires ongoing monitoring and adaptation. Keep a pulse on the community's needs, preferences, and trends by regularly collecting and analyzing data. This can be done through surveys, polls, and social listening tools. Based on these insights, community managers can make informed decisions and iterate their strategies accordingly. Embrace a culture of experimentation and be open to feedback to ensure the community's continued success.

In conclusion, strategic thinking plays a vital role in community management, particularly in a post-COVID world. By understanding the importance of speed, embracing the blurred boundaries between online and offline communities, and fostering resilience, community managers can navigate the challenges and opportunities that lie ahead. By following the actionable advice of clearly defining purpose and goals, fostering collaboration, and continuously monitoring and adapting, community managers can build thriving and resilient communities that meet the needs of their members in this dynamic era.