The 7 Biggest Reasons Why Online Communities Fail

The 7 Biggest Reasons Why Online Communities Fail

Online communities have become an integral part of our digital society. They provide a platform for people to connect, share ideas, and engage in meaningful discussions. However, not all online communities thrive and succeed. In fact, according to Gartner, a leading research and advisory company, 70% of online communities fail. So, what are the reasons behind this high failure rate? Let's explore the seven biggest reasons why online communities fail and how to address them.

Chapter 1: No Purpose Behind The Community

One of the primary reasons why online communities fail is the lack of a clear purpose. People need a reason to join and participate in a community. Without a deeper meaning or motivation, they quickly lose interest and move on. As a community initiator, it's crucial to define the purpose of your community and communicate it effectively to potential members. Show them what's in it for them and why they should bother joining. Give them a reason not only to join but also to stay.

Chapter 2: Lack of Connection and Friendship

For an online community to thrive, its members need to feel connected and develop friendships with each other. If community members see each other as strangers or mere acquaintances, it becomes challenging for them to build meaningful relationships. Many communities fail because they expect people to naturally approach each other. However, community managers should actively facilitate connection-building activities and encourage members to interact and form friendships. Creating a sense of belonging is crucial for the longevity of any community.

Chapter 3: Absence of Psychological Safety

Psychological safety is an essential element for the success of online communities. Members need to feel safe and comfortable expressing themselves without fear of judgment or harassment. Removing trolls, self-promotion, bullying, and offensive behavior is paramount to creating a nurturing environment. Additionally, welcoming new members properly can make them feel psychologically safe and welcomed. A simple welcome message can go a long way in fostering a sense of belonging and security.

Chapter 4: Brand-Centric Approach

Online communities often make the mistake of building their community solely around their brand or organization. Instead of talking about themselves, successful communities focus on their members and their needs. They position themselves as guides who help their members navigate through life and provide them with valuable insights and resources. By shifting the focus from themselves to their community, initiators can create a more engaging and customer-centric environment.

Chapter 5: Lack of Feedback Loop

To understand why online communities fail, it is crucial to listen to the voices of departing members. Understanding their reasons for leaving can provide valuable insights into what needs improvement. Initiators should proactively reach out to departing members and ask for their feedback. A simple message acknowledging their departure and asking for their input can yield valuable information for community development. This feedback loop allows for continuous improvement and ensures that the community evolves according to the members' needs.

SECI Model of Knowledge Dimensions

The SECI model of knowledge dimensions provides a framework for understanding how knowledge is created and shared within organizations. It explains the process of converting tacit and explicit knowledge into organizational knowledge. The model consists of four dimensions:

1. Tacit to Explicit (Externalization)

Externalization involves publishing and articulating tacit knowledge, thereby making it explicit and shareable. This process involves developing factors that embed the combined tacit knowledge, enabling its communication. By externalizing tacit knowledge, organizations can disseminate valuable insights and expertise to a wider audience.

2. Explicit to Explicit (Combination)

Combination refers to the process of organizing and integrating different types of explicit knowledge. This dimension involves combining existing explicit knowledge to create new knowledge or build prototypes. By leveraging existing knowledge and combining it in innovative ways, organizations can foster creativity and drive meaningful collaborations.

3. Explicit to Tacit (Internalization)

Internalization is the process of an individual receiving and applying explicit knowledge. It involves learning by doing and integrating explicit knowledge into an individual's existing knowledge base. This dimension highlights the importance of individual learning and the acquisition of explicit knowledge, which becomes an asset for the organization.

4. Tacit to Tacit (Socialization)

Socialization is the sharing of tacit knowledge among individuals. It involves the process of transferring knowledge through social interactions and experiences. This dimension emphasizes the importance of creating opportunities for individuals to share their tacit knowledge and learn from each other. It promotes a collaborative and discovery-driven environment within organizations.

By understanding and leveraging the SECI model, organizations can effectively manage their knowledge resources and create a culture of continuous learning and innovation.

Actionable Advice:

1. Clearly define the purpose of your online community and communicate it effectively to potential members. Give them a reason to join and stay engaged.

2. Foster connections and friendships among community members. Create opportunities for interaction and facilitate activities that encourage relationship-building.

3. Establish a feedback loop with departing members. Reach out to them and ask for their feedback to understand the areas that need improvement.

In conclusion, the success of an online community hinges on several critical factors. By addressing the lack of purpose, fostering connections and friendships, ensuring psychological safety, adopting a customer-centric approach, and actively seeking feedback, community initiators can increase the chances of their community thriving and succeeding. Incorporating the SECI model of knowledge dimensions can further enhance the knowledge creation and sharing process within organizations.