"The First of the Gang to Die: Why Online Communities Fail and How to Build a Better One"

"The First of the Gang to Die: Why Online Communities Fail and How to Build a Better One"

In today's digital age, online communities have become an integral part of our lives. From social media platforms like Twitter and Facebook to specialized forums and groups, these communities offer a space for like-minded individuals to connect, share information, and build relationships. However, not all online communities are created equal, and many of them fail to sustain the interest and engagement of their members. So, why do some online communities flourish while others wither away? And more importantly, how can we build better communities that foster meaningful connections and provide value to their members?

One of the main reasons why certain online communities thrive is because they offer useful and relevant information. Take Twitter, for example. Despite its flaws and the criticisms it faces, many users find it a valuable source of news, updates, and insights. The ease of hopping in and out of conversations on Twitter makes it convenient and accessible for users, which is a key factor in its success. On the other hand, platforms like Facebook may not have the same appeal to some individuals. The content provided on Facebook may not be compelling enough to keep users engaged for long periods of time.

Another crucial aspect of building a successful online community is getting members to buy into the community's purpose and values. Psychology tells us that when someone buys into an idea or concept, they are more likely to stick with it. To create a thriving community, it is essential to find individuals who are not solely interested in self-promotion or tapping into the community for personal gain. We need active and engaged participants who genuinely contribute to the community's growth and foster positive interactions.

However, it is important to note that bigger doesn't always mean better when it comes to online communities. While having a large user base may seem impressive, if the community lacks activity or is flooded with spam, it becomes unappealing for members and leads to high churn. Research suggests that there is a limit to the number of communities an individual can meaningfully engage with, known as "Dunbar's number." This number is estimated to be around 150, indicating that we have a limited capacity to maintain active participation in numerous communities. Therefore, it is crucial to focus on quality rather than quantity when building an online community.

When starting a community, it is essential to establish the "why" behind its existence. Is there a genuine need for this community among your audience? A clear signal that your audience requires a community is when they start creating their own makeshift versions without your involvement. This indicates a demand for connection and a shared space to engage. Building on this demand, it is crucial to invest in a thoughtful onboarding process. Joining a community can be overwhelming, especially for newcomers. By designing a well-structured onboarding experience, you can ease the transition for new members and encourage their active participation.