The Importance of Core Actions in Building Successful Online Communities

The Importance of Core Actions in Building Successful Online Communities

In today's digital age, online communities have become a powerful tool for publishers, booksellers, and librarians to connect with their audience and promote their products. One platform that stands out in this regard is Goodreads, a social networking site for book lovers. In a presentation at Book Expo America 2012, Goodreads community manager Patrick Brown highlighted the significance of successful marketing campaigns and online community building for publishers, booksellers, and librarians.

However, simply focusing on growing the number of users is not enough. Sarah Tavel, in her article "Engagement Hierarchy: Core Actions," emphasizes the importance of core actions in driving sustainable growth. Core actions are the fundamental actions that define a product. For example, pinning on Pinterest, tweeting on Twitter, or uploading videos on YouTube are core actions that form the foundation of these platforms.

Tavel argues that optimizing for the total number of users without considering their engagement in completing the core action is akin to empty calories of growth. It may initially feel good to have a large user base, but it ultimately lacks substance. To ensure long-term success, it is crucial for publishers, booksellers, and librarians to focus on encouraging users to complete the core action.

For instance, in the case of Twitter, the core action is tweeting. However, tweeting alone is not enough. Users need an engaged audience that reads and interacts with their tweets. This necessitates the presence of followers, likes, and replies. To sustain growth, it is essential to provide a seamless new user experience that helps users understand how to write a tweet and the value of engaging with others' content.

In the context of Goodreads, the core action revolves around book recommendations, reviews, and discussions. Publishers, booksellers, and librarians can leverage the platform's online community to build relationships with avid readers and promote their offerings effectively. However, it is not enough to have a large number of users on Goodreads. To create a thriving community, it is vital to encourage users to actively participate in recommending books, leaving reviews, and engaging in discussions.

To achieve this, here are three actionable pieces of advice:

1. Foster User Engagement: Publishers, booksellers, and librarians should actively participate in discussions, respond to reviews, and provide valuable insights. By engaging with the community, they can establish credibility and build trust, encouraging users to take the core actions.

2. Incentivize Core Actions: Offering rewards or exclusive content for completing core actions can be a powerful motivator. For example, publishers can offer advanced reading copies or exclusive author interviews to users who leave insightful book reviews or participate in book club discussions.

3. Collaborate with Influencers: Partnering with influential book bloggers, authors, or book clubs can significantly amplify the reach and impact of core actions. By collaborating with these key players in the book community, publishers, booksellers, and librarians can tap into their existing audience and enhance their own online presence.

In conclusion, the success of online communities for publishers, booksellers, and librarians lies in prioritizing and nurturing core actions. Simply focusing on growing the number of users without ensuring their engagement in completing the core action is unsustainable. By fostering user engagement, incentivizing core actions, and collaborating with influencers, publishers, booksellers, and librarians can create thriving online communities that effectively promote their products and connect with their target audience.