The Hierarchy of Engagement: From Growing Engaged Users to Self-Perpetuating Communities

The Hierarchy of Engagement: From Growing Engaged Users to Self-Perpetuating Communities

User engagement is the fuel that powers products and drives the success of online communities. Understanding the hierarchy of engagement is crucial for creating thriving social software designs. At its core, the hierarchy consists of three levels: growing engaged users, retaining users, and ultimately achieving self-perpetuating communities.

One of the key challenges in creating successful social software designs is the Evaporative Cooling problem. This concept highlights the fact that the people who most want to meet others are often the ones who are least desirable to others. This lack of awareness leads to the gradual decline in the quality of the community as high-value contributors become disenchanted and withdraw. This decline continues until the community reaches a point where only mediocre participants remain.

Openness plays a significant role in exacerbating the Evaporative Cooling problem. When anyone can join a community, the individuals most likely to join are those below the average quality of the community. Without proper containment measures, these individuals end up harming the overall health of the community in the long run. Social Gating, which allows participants to self-select out of the group, can help mitigate this issue. Unequal roles of participation can shift the power dynamics and counteract the effects of Evaporative Cooling.

As communities scale, social mechanisms that previously worked in managing the process can break down. High-value members may feel a loss of special recognition and become disengaged, further accelerating the Evaporative Cooling. Facebook provides an intriguing case study in successfully scaling while maintaining quality. The platform's design allows each user to have control over their own experience, minimizing the impact of random participants from different corners of the world.

Two fundamental patterns of social organization, termed "plazas" and "warrens," influence the dynamics of online communities. In a plaza design, there is a central space where everyone's interactions are visible to others. On the other hand, warrens consist of smaller, more isolated spaces where users can only see the specific warren they are in. While plazas grow by expanding and becoming larger, warrens grow by adding more warrens.

Both plazas and warrens have their unique tradeoffs. Warrens can be challenging to get started, as new users might struggle to connect with hubs of activity. In contrast, plazas offer immediate engagement opportunities for new users. However, warrens have a significant advantage in that they allow communities to grow without sacrificing quality, making them almost perfectly scale-free.

It is interesting to note that the real world tends to be more warren-like, with individuals navigating smaller, localized spaces. In contrast, the online world leans towards the plaza design, where interactions are more visible on a larger scale. Understanding these patterns can inform the design and growth strategies of online communities.

To address the challenges posed by Evaporative Cooling and foster a thriving community, here are three actionable pieces of advice:

1. Implement effective onboarding processes: When new users join an online community, it is crucial to guide them through the initial stages and help them connect with active members. This can significantly increase their engagement and prevent them from feeling lost in empty warrens.

2. Continuously monitor and adapt social mechanisms: As communities scale, it is essential to reassess and adjust social mechanisms that facilitate recognition and maintain the engagement of high-value members. Failure to do so can lead to their disengagement and contribute to the decline of the community.

3. Create a balance between plazas and warrens: Consider incorporating both plaza and warren design elements into your community. Plazas offer visibility and immediate engagement, while warrens allow for scale-free growth and maintain quality. Finding the right balance can lead to a more dynamic and sustainable community.

In conclusion, understanding the Hierarchy of Engagement and the challenges posed by Evaporative Cooling is crucial for creating successful social software designs. By implementing effective onboarding processes, continuously monitoring social mechanisms, and finding a balance between plazas and warrens, communities can foster engagement, retain users, and ultimately become self-perpetuating.