If you have a medium- to large-sized online network, you might have noticed some of your contacts have been developing their own communities in the form of private groups, forums or social networks that are a mixture of free or paid memberships.
The Pros of Creating Your Own Community
So with all of the existing communities out there, what’s the benefit of creating your own?
Driving Traffic to Your Site – Let’s say that you start a forum on your own domain. If you’re successful in creating a popular community, you’ll be driving a lot of traffic to your website. The traffic, in turn, will lead to the next benefit.
Increasing Your Income – There are several ways to monetize a community. The direct approach is to actually charge your community membership fees for entry into the community or advanced privileges, such as the ability to promote themselves more within the community and premium content.
If your community is tied into a business, having the additional traffic to your site is bound to lead to converting community members to clients, or getting clients to join the community so you can later upsell them with additional products or services.
Then, of course, there are the indirect forms of monetization, such as capitalizing on the additional traffic to your website and offering advertisers banner space.
Becoming an Authority – If you become a successful community leader, you could become an authority in your industry as the administrator of a thriving community.
The Cons of Creating Your Own Community
As with just about anything, there are usually cons (or as I like to call them,considerations) that need to be thought through before jumping into starting up your own community. Here are some of the big ones.
Startup Costs – Generally, to maintain a community on your own site, you’ll have toinvest in the development or customization of community software, such as a forum program or social networking plugin.
Administration Time – The next major factor in maintaining your own community is administration. This involves everything from managing the software platform to moderating the activity among members to be sure that there isn’t any abuse of community rules or harassment of other community members. Without this kind of administration, the community will quickly fall.
Sticky Members – It’s not just about getting people to sign up, but getting them to keep coming back to your community and participate as much as possible. Unfortunately, what some people forget is that there are sometimes too many communities out there, and not enough time to devote to all of them. So if your community is not at the top of its game and requires too much involvement, members might start dropping off in activity.
What You Must Do to Have a Successful Community
So what does it take to create a successful, thriving community to which members are happy to come back regularly?
Start With Research – Before you jump into creating your own community, start by seeing what’s out there in a related niche, join those communities, and then observe the activity. Note what you like and dislike about the way the community operates, from the platform to the members and the leaders. Note which communities keep you coming back for more and how they do it.
Provide Unique Value – Notice I didn’t just say value, but unique value. Think about the communities you researched, and then try to figure out that one thing that no one else is offering that you can. One example would be creating a community that’s more specifically focused by doing a little brainstorming.
Instead of just blogging, narrow down to business blogging, then narrow down again to B2B business blogging, and then further down to B2B business blogging in the service industry. While it’s super-specific and might not allow for a huge following, it IS something unique which will intrigue your members.
Address Your Members’ Concerns – This one may get tough, depending on how many members you have in your community, but it’s always important toacknowledge any concerns that your members have in terms of site functionality, rules or other members. This lets them know that there’s someone actively in charge and always willing to cater to the members’ needs when possible.
Platforms for Your On-site Community
If you’ve weighed the pros and cons of creating your own community on your website and have decided to go for it, here are some platforms to get you started in creating your community.