Building a Community

Communities do not spontaneously form out of thin air. Individuals with similar interests must be able to find each other. Creating a virtual space for people to gather is the first step in forming a community. The community must be seeded with charter members who have an interest in seeing it grow. Many times these individuals may come from within your own organization. It is imperative, though, to also recruit outsiders from the ranks of your own customers.

Your community manager works with you to find and motivate these community catalysts. Until a community reaches a critical mass, active encouragement of the initial members is required to prevent stagnation. During this early stage, your community also assists with wider community promotion efforts. In addition to normal press releases, your manager works with other outlets, such as important members of the blogosphere and online media.