The Hard Thing About Communities: Building Trust and Achieving Goals

The Hard Thing About Communities: Building Trust and Achieving Goals

Communities are built on the foundation of trust. Without trust, people are unlikely to contribute their time and energy to a community. Trust is established when community members see that their contributions are put to good use, the intentions behind the community are genuine, and progress is being made towards shared goals. As community members feel validated and rewarded for their efforts, they become more willing to increase their commitments to the community.

However, trust is not easily earned. It takes time and consistent actions to build trust within a community. This is why communities only become real when they achieve their first win. Enthusiasm alone is not enough to keep a community alive. Community leaders must clearly communicate the goals of the community and how it will help individuals achieve their own goals. By empowering community members to have an influence on what matters and what actions are taken, leaders demonstrate that the community's goals are important.

Interestingly, even smart individuals can struggle to build successful communities. There are several reasons for this. First, they may have unrealistic expectations of the process required to build a community. Building a community takes time, effort, and a deep understanding of the needs and desires of its members. Second, they may try to copy what other existing communities are doing without considering the unique needs and characteristics of their own community. Finally, some individuals are more interested in playing house and creating a superficial sense of community rather than focusing on creating genuine value for its members.

In order to succeed in community management, it is important to understand the fundamentals. Communities can be classified along two axes: dynamic/static and purpose/emotional attachment. Additionally, communities can also be categorized based on interest, place, action, and practice. Understanding these different dimensions can help community managers tailor their strategies and offerings to meet the specific needs of their community.

The importance of community management is similar to the importance of customer success. Just as knowledge resides within a group or environment, communities provide opportunities for learning and growth. In the B2B purchasing process, 84% of decisions start with a referral, and 81% of individuals trust business advice from friends and family. Building and nurturing a community can significantly impact a company's success in acquiring and retaining customers.

It is also important to recognize that not all community members contribute equally. The 1-9-90% rule states that 1% of community members are creators, 9% are contributors, and 90% are consumers. Community managers should acknowledge and appreciate the contributions of all members while finding ways to encourage more active participation.

The decline of a community can occur due to member stagnation, the deterioration of common goals and interests, and changes in the demographics of the community. To prevent this, community managers must continuously engage with members, assess their needs, and adapt the community's offerings accordingly.

In conclusion, building and managing successful communities is a complex task that requires trust, clear goals, and a deep understanding of the community's needs. To excel in community management, here are three actionable pieces of advice:

1. Build trust through transparency and accountability. Communicate openly with community members, involve them in decision-making processes, and show them that their contributions are valued and put to good use.

2. Focus on creating genuine value for community members. Avoid copying what other communities are doing and instead tailor your approach to meet the unique needs and characteristics of your community. Provide opportunities for learning and growth that align with the interests and goals of your members.

3. Continuously engage with community members and adapt to their changing needs. Regularly assess the community's goals, interests, and demographics to ensure that it remains relevant and compelling. Encourage active participation from all members, recognizing and appreciating their contributions.

By following these strategies, community managers can foster trust, achieve goals, and create thriving communities that provide value for their members.