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"Go where your community members already are."
I've often heard this aphorism about community building, particularly when it comes to choosing platforms. While this is built on some nuggets of truth, I think it's pretty flawed
1/
I've often heard this aphorism about community building, particularly when it comes to choosing platforms. While this is built on some nuggets of truth, I think it's pretty flawed
1/
This idea comes from mkting wisdom that tells us to seek out the places where our prospective customers are already listening.
This is why so many lifestyle brands targeted at millennial women rely on instagram, whereas local furniture stores advertise on local TV networks 2/
This is why so many lifestyle brands targeted at millennial women rely on instagram, whereas local furniture stores advertise on local TV networks 2/
This isn’t bad advice for audience building in general, but it only takes us so far when applied to community.
This thinking assumes that we should only tap into our members' *existing* habits, but so often community building is about creating *new* habits. 3/
This thinking assumes that we should only tap into our members' *existing* habits, but so often community building is about creating *new* habits. 3/
Yes, we want to make it easy for community members to interact. And yes, we want our community to be a habitual part of our members' day.
But that doesn’t mean we have to rely on platforms that are, in every other way, not a good fit for our communities. 4/
But that doesn’t mean we have to rely on platforms that are, in every other way, not a good fit for our communities. 4/
I’ve seen so many community builders who feel bound to FB groups because of this “best practice.”
Network effects are great & all, but you don’t have to trade them for community culture, data transparency, and functionality that's actually designed for communities. 5/
Network effects are great & all, but you don’t have to trade them for community culture, data transparency, and functionality that's actually designed for communities. 5/
Network effects are not your only option to grow and habituate your community. In fact, they don’t always work.
The best communities have proactive plans to teach their members how to use their community & make it a habit—regardless of platform. 6/
The best communities have proactive plans to teach their members how to use their community & make it a habit—regardless of platform. 6/
I’d love to see a world where “go where your members already are” is replaced by “first, create the best community experience, then help your members learn to use it.”


It’s not quite as pithy, but I think it takes us further! Thoughts? /end


It’s not quite as pithy, but I think it takes us further! Thoughts? /end
