The Power of Sharing Knowledge and Creating Engaging Online Communities

The Power of Sharing Knowledge and Creating Engaging Online Communities

In today's business environment, trust, transparency, and engagement are crucial for building lasting relationships. Sharing knowledge can create a powerful dynamic that completely alters a business relationship for the better. Research from McKinsey & Company found that businesses that are intensive users of analytics and data programs are more likely to gain customers, achieve above-average profitability, and retain customers. This highlights the importance of knowledge sharing in driving success.

One platform that has embraced the concept of sharing knowledge is Medium. The introduction of the Highlights feature on Medium has transformed the way publishing is done online. Medium recognized that vanity metrics like views or clicks do not necessarily reflect the true engagement and depth of interaction that readers are seeking. Instead, they focused on creating a community where people can interact with each other, become smarter, and engage in meaningful discussions.

The Highlights feature allows readers to highlight quotes, passages, or phrases that resonate with them. It not only enhances the reading experience but also provides immediate feedback to writers. By analyzing the highlights, writers can gauge which parts of their posts are most engaging and valuable to readers. This feedback is invaluable as it helps writers improve their content and attract more readers. The engagement and high readership on Medium attract the best writers, creating a cycle of quality content creation and reader satisfaction.

Medium's success can be attributed to their emphasis on understanding user behavior and constantly iterating on their product. The product team at Medium analyzed the different ways people use features and explored new ideas to enhance user experience. They also realized the importance of considering the user experience for different groups of users, such as those who don't follow anyone on Medium or those who follow many others. By surfacing relevant Highlights and implementing filtering mechanisms, they ensured that all users could derive value from the feature.

One unique aspect of Highlights is its ability to make the reading experience more social. Readers can share their highlighted passages on other platforms, sparking discussions and encouraging others to engage with the content. This social aspect adds depth and richness to the overall reading experience and sets Medium apart from other interactive blogging platforms.

To further enhance engagement, Medium introduced Text Shots, allowing users to share Highlights as screengrabs on Twitter. This decision showcases Medium's commitment to prioritizing meaningful discussions and interactions over superficial metrics. By focusing on the value users derive from the product, Medium has created a sticky platform that leads to higher user retention and sustainable growth.