As you start building your online social community, it can be hard to gauge how well (or not-so-well) you’re doing. Different community performance statistics mean different things and certain communities’ success are more reliant on certain measures of performance than others. Here we attempt to break down the two major types of performance indicators for any online community, and provide tips on how to better manage and increase your desired metrics!
Two broad types of Performance Indicators:
1. REACH
Reach is one general sub-category of community performance. On the most basic level, reach can translate to metrics like the number of page views, clicks, and new members. Additionally, reach can be more literal – as in the geographical reach you have according to the physical location of your members, and even the spread of your members’ ages. The former are basic measures of reach you’ll want to increase by:
Including relevant and clever content, as well as 2-3 related hashtags per post
Directly tagging “key,” socially-savvy members in posts and comments
The latter, more literal metrics of reach are imperative to building a rich and diverse community. Take time once a week or so to visit some of your members’ profiles and get an idea of these reach statistics. Increase geographic and chronological reach by:
Posting content applicable to all ages and ethinicities
Specifically asking certain groups of people to chime in on topic discussions. Example: asking #NewEnglanders to share their favorite weekend road trip spot, even if your community is focused on Midwest travel & tourism.
2. ENGAGEMENT
Once you’ve got a steady stream of members visiting your community, you’ll start to be more concerned with engagement. Engagement is a broad term for how and how often your members interact with community content and other community members. Some solid engagement metrics to live by are time spent on your site, the number of comments and/or discussion posts, and the diversity of topics members touch on. Smart community builders can hone in on certain “gem” members who frequently interact with several other members on several different topics. Direct message these members and thank them for being such a vibrant edition to your online community! Do you have any tips on increasing reach or engagement? Feel free to share in the comments section below!
Whether starting a new supporters club or trying to find an existing one, the foundation is the strength of the conversations and content within it. Those conversations go a long way to assure the longevity of the community.
Life, online or off, is built on a series of relationships, those with our family, friends, and fellow fans. Part of the process is the introduction and sharing of basic information, to establish a comfort level and open channels of communications.
Creating this comfort then allows the community to connect more with each other by sharing common interests, goals and ideas. Building upon the contribution of each member you will then see more organic growth in the community as well as “natural moderators” will begin to establish themselves to help in maintaining the desired tone and direction of the community.
These 5 “no fail” tips and techniques will help you keep your focus, refine your tone and build a strong and engaged community with longevity.
1. Be Welcoming, Be Disarming
Each time a new member joins your community gives them the opportunity to introduce themselves. The best way to do this is to establish a set of between three and five questions for each member to answer.
Making these questions fun and non-threatening will encourage the new community members to engage, be at ease and “let their hair down”. Of course, the tone of the community will determine how “silly” these questions would be, but keeping it “light” will help gain more interaction from your community members.
Some sample questions along these lines are:
“Who is your favorite player?”
“Tell us how you became a fan”
“What was the best goal we ever scored?”
It’s like an online icebreaker. Ask silly, even ridiculous, questions of your members. Don’t be afraid, even in a serious forum, this allows people to connect in ways that are non-threatening and create a comfortable environment despite the tone of the serious topic that might be involved.
Believe it or not, it is often more difficult for someone to share serious answers than silly answers.
2. It’s OK to Lurk
Everyone was new to online communities at one point. Try to encourage interaction and engagement, but recognize that some people might just want to watch (lurk) and adjust before they dive in.
Often times those that spend the most time lurking end up being the most engaged in the long run. Some people just need more time to adjust and acclimate to a new environment.
It is actually preferable to have someone lurk and acclimate to the tone of a community rather than jump in prematurely and risk being misunderstood, this could result in a lot of turmoil within a community.
3. Encourage Engagement, Be Appreciative, Be an Example
Actively engaged community members create opportunities for existing or new members to connect with each other, establishing a solid communal relationship. Be sure to thank people for posting, also try to positively acknowledge participation at any level.
Be a guide, or a signpost, direct your community to great content of community members, inside the community or outside, and bring the conversations to them. Be an example, by linking and sharing outside content but housing the discussion within your community.
4. Promote Great Community Contributions and Content
A solid community needs to be fed to continue to grow that community. That food is demonstrated by promoting the community and member contributions. Make it a habit to regularly promote your community members.
The conversations and sharing are the lifeblood into other social networks. By doing this you will be promoting your community and the members, helping others find you and ensuring continued growth in your community.
5. Appreciate Everything, Don’t Take Community for Granted
Appreciate your community. Understand that each and every member has made a choice to be a part of the community, and recognize that it’s a choice for them to remain in the community.
Never take your community for granted, if you do you will discover that they can quickly move on to what they perceive to be “Greener Pastures”. Keep it fresh, keep it lively. This is where building a community on a topic you are passionate about makes it a lot easier to grow and maintain.
If you keep these 5 tips top of mind and try to make a habit of doing these things, you will guarantee your success is building and nurturing an amazing community!
