The 7 Biggest Reasons Why Online Communities Fail: The More You Know The More You Realize You Don't Know

Kazuki

Hatched by Kazuki

Sep 20, 2023

4 min read

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The 7 Biggest Reasons Why Online Communities Fail: The More You Know The More You Realize You Don't Know

Online communities have become an integral part of our digital landscape. They offer a space for like-minded individuals to connect, share ideas, and build relationships. However, many online communities fail to thrive and ultimately fizzle out. In fact, according to Gartner, a leading research and advisory company, 70% of online communities fail. So, what are the biggest reasons behind this failure?

Chapter 1: No Purpose Behind The Community

One of the primary reasons why online communities fail is the lack of a clear purpose. Without a clear reason for individuals to join and engage with the community, they quickly lose interest. People naturally get bored easily when there is no deeper meaning or motivation behind their participation. Therefore, it is crucial for community initiators to provide not only a reason to join but also a reason to stay. By offering valuable content and targeted discussions that align with the interests of the community members, you can ensure their continued engagement.

Chapter 2: Lack of Connection and Friendship

In order for an online community to thrive, its members need to feel a sense of connection and friendship with one another. Building real friendships within the community is essential for fostering a sense of belonging and loyalty. Unfortunately, many communities fail to facilitate this connection by simply expecting people to approach each other or neglecting the importance of building relationships. To overcome this hurdle, community managers must create opportunities for members to interact and bond. Whether it's through icebreaker activities, regular meetups, or virtual hangouts, fostering a sense of community and friendship is vital for long-term success.

Chapter 3: Absence of Psychological Safety

Psychological safety is crucial for individuals to feel comfortable and secure within an online community. Without it, members may experience bullying, offensive behavior, or self-promotion, leading to their disengagement or departure from the community. To ensure psychological safety, community managers must actively moderate the community, removing trolls and addressing any inappropriate behavior. Additionally, welcoming new members properly can make them feel more psychologically safe and welcomed. A simple welcome message can go a long way in fostering a positive and inclusive environment.

Chapter 4: Building Around Purpose, Not Brand

Successful online communities are built around a purpose rather than a brand. Instead of solely focusing on self-promotion or talking about the community initiator, the emphasis should be on helping and supporting the members. By positioning yourself as a guide in their lives and providing them with valuable resources and guidance, you can establish trust and loyalty within the community. This shift in focus creates a sense of value for the members, making them more likely to actively participate and contribute.

Chapter 5: Understanding Why Users Leave

To improve and prevent the failure of online communities, it is crucial to understand why users leave. This can be a challenging task, but it is worth the effort. By actively seeking feedback from past members, you can gain valuable insights into their reasons for leaving. Reach out to them with a genuine message, expressing your desire to make the community a better place and valuing their feedback. Understanding the pain points and addressing them can help in retaining existing members and attracting new ones.

"The More You Know The More You Realize You Don't Know"

The Dunning-Kruger effect, coined by psychologists David Dunning and Justin Kruger, highlights the phenomenon where individuals with limited experience tend to be overconfident in their abilities. As they gain more knowledge and experience, they enter the "valley of despair," realizing the vast amount of information they have yet to master. Aristotle eloquently captured this sentiment with his famous quote, "The more you know, the more you realize you don't know."

Imposter Syndrome also comes into play as individuals gain experience and skill but feel inadequate compared to others. This internal struggle can hinder growth and progress. It is essential to recognize that as you expand your knowledge and expertise, you simultaneously increase your awareness of the unknown. Embracing this realization and maintaining a growth mindset is crucial for personal and professional development.

Actionable Advice:

  • 1. Foster a sense of purpose and value within your online community. Clearly articulate the benefits of joining and actively provide valuable content and discussions that align with the interests of your members.
  • 2. Create opportunities for connection and friendship. Facilitate interactions between members through icebreaker activities, regular meetups, or virtual hangouts to foster a sense of community and belonging.
  • 3. Prioritize psychological safety. Actively moderate your community to remove trolls, address inappropriate behavior, and ensure that all members feel comfortable and secure. Additionally, make an effort to welcome new members and make them feel included from the start.

In conclusion, the failure of online communities can be attributed to various factors, including the lack of purpose, connection, and psychological safety. By addressing these issues and incorporating the actionable advice provided, community initiators can lay the foundation for a thriving and successful online community. Remember, building a community is not solely about self-promotion or brand recognition; it is about creating a space where individuals can connect, learn, and grow together.

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