Community engagement is the cornerstone of any successful group or organisation. The glue holds members together, fostering a sense of belonging, shared purpose, and mutual support.
However, maintaining an active and engaged community is a constant challenge. Community managers often grapple with the issue of dormant communities – those that have become inactive or less vibrant over time.
Why is this important? The health of a community directly impacts its ability to achieve its goals, whether social, educational, commercial, or cultural. An active community is productive, where members feel valued, heard, and motivated to contribute. Conversely, a dormant community can lead to disengagement, decreased member satisfaction, and, ultimately, the group's disintegration.
This article explores the reasons behind community dormancy and offers a strategic action plan with effective tactics to re-energize and re-engage community members. Whether you are managing an online forum, a corporate intranet community, a non-profit volunteer group, or any other form of collective, these insights will provide the tools needed to foster a vibrant and active community.
Understanding Community Engagement
Community engagement is about participation and interaction among community members. It involves creating an environment where members feel compelled to contribute, share, and connect. The "99-1" rule concept is central to understanding community dynamics. This rule suggests that 1% of members in most communities are highly active, creating most of the content and driving discussions; 9% contribute occasionally, and the remaining 90% are mostly passive, observing without actively participating. Recognising this dynamic is crucial in setting realistic expectations for member engagement.
Key signs of an inactive community are easy to spot once you know what to look for. Low engagement is the most obvious, with minimal interactions, discussions, and contributions. Minimal attendance at events, whether online or in-person, is another red flag, indicating a lack of interest or disconnect between the community offerings and member needs. A lack of constructive feedback can signify disengagement, showing members are not invested enough to offer insights or suggestions. High member churn, where individuals join and leave the community rapidly, can indicate dissatisfaction or a mismatch between the community's offerings and members' expectations. Lastly, silence in interactions, often described as 'hearing crickets', reveals a lack of enthusiasm and engagement within the community.
To illustrate, consider an online book club that once saw vibrant discussions and regular book recommendations. Over time, participation dwindles, book discussions receive fewer comments, and the once-active forum sees days, if not weeks, of inactivity. This scenario is a classic example of a community needing revitalisation.
Reasons Behind Community Inactivity
Several factors can contribute to the inactivity of a community. Lack of diverse offerings can lead to boredom or disinterest. For instance, if a community focused on photography only offers basic tutorials, more advanced members might find little value and disengage.
Team changes, such as a new community manager or the departure of a popular leader, can disrupt the community's rhythm. Members might feel less connected to the new leadership, decreasing engagement. Misaligned visions between the community's direction and member expectations can cause disengagement. If members join for networking opportunities, but the community shifts focus to educational content, they might lose interest.
Inadequate or unfit technology tools can hinder interaction. For example, if a community used to lively discussions on a user-friendly platform shifts to a more cumbersome or less accessible tool, members might participate less.
Scheduling conflicts are another common issue. If most events or activities are scheduled at times inconvenient for a significant portion of the community, participation will naturally decline.
The presence of unconstructive members – those who violate community guidelines or create a hostile atmosphere – can also drive away other members. A few negative experiences can significantly impact the community's overall vibe and members' willingness to engage.
Consider a professional networking community that initially offered a mix of webinars, networking events, and mentorship opportunities. Over time, if the community narrows its focus to only webinars, members seeking networking and mentorship might drift away. Similarly, engagement could decline if the community's leadership changes and the new team shifts the community's direction without member input.
Developing a Strategic Action Plan
Creating an action plan to revive an inactive community begins with understanding its current state and members' needs. Start by conversing with members to gather insights into their experiences and expectations. This can be done through one-on-one discussions, focus groups, or informal chats.
Conducting surveys is another effective way to gather data. Surveys should be concise, focused, and designed to uncover members' preferences, challenges, and suggestions for improvement. Analysing trends in community activity can also provide valuable insights. Look for patterns in engagement levels, attendance at events, and participation in discussions to identify what works and doesn't.
Transparency is vital during this process. Announce to the community that you are taking steps to understand and address the issues. This shows you value their input and sets the stage for collaborative problem-solving.
Review your community's strategy to ensure it aligns with member expectations and the group's overall goals. If there's a disconnect, work with your team to realign the community's direction. This might involve revisiting the community's purpose, redefining its goals, or restructuring its offerings.
For instance, if survey results show that members want more networking opportunities, consider organising virtual meetups or in-person events (if feasible). If members desire more diverse content, diversify the types of activities and discussions available in the community.
Effective Engagement Tactics
To re-engage community members, consider implementing a variety of tactics:
Co-Creation: Involve members in the decision-making process. This could be through brainstorming sessions, polls to decide on event topics or forums where members can propose and discuss new ideas. This increases engagement and ensures the community's direction aligns with member interests.
Member Roles: Empower active members by assigning them roles, such as moderators, event organisers, or content creators. This gives them a sense of ownership and investment in the community's success.
Establishing Rituals: Create unique community rituals or traditions. These could be weekly challenges, monthly highlights of member achievements, or annual virtual gatherings. Rituals give members something to look forward to and contribute to a sense of community identity.
Surprise Elements: Introduce unexpected elements to re-energize the community. This could range from surprise guest speakers at events to random giveaways or contests.
Gamification: Incorporate game-like elements such as points, leaderboards, or badges to encourage participation. This makes engagement more fun and particularly effective in communities centred around learning or skill development.
Scarcity and Timing: Create time-bound opportunities or limited-access events to instil urgency and exclusivity. For example, offering a special workshop available only to the first 50 registrants can drive quick action and increase interest.
Rewards and Incentives: Recognize and reward active participation. This could be through shoutouts in community newsletters, certificates, or tangible rewards for consistent contributors.
Member Voting: Give members a voice in deciding community activities, content, or events. This could be through regular polls or voting systems where members can choose upcoming discussion topics, event formats, or community projects.
For example, a community primarily offering webinars could introduce a co-creation element by allowing members to propose and vote on webinar topics. This diversifies the content and ensures it's relevant and exciting to the community. Introducing member roles, such as 'webinar hosts' or 'discussion leaders', can increase engagement by giving members a more active role in the community.
Conclusion: Revitalizing a dormant community is a multifaceted challenge that requires understanding, strategy, and creativity. Community managers can breathe new life into their communities by recognising the signs of inactivity, identifying underlying causes, and implementing a targeted action plan. Engagement tactics such as co-creation, member roles, rituals, and rewards play a crucial role in this process, turning passive members into active participants.
Ultimately, the goal is to create a community where members feel valued, connected, and eager to contribute. It's a journey that requires patience, persistence, and a willingness to adapt. As community managers, we can foster vibrant, dynamic communities that achieve their goals and enrich their members' lives.
Remember, an engaged community is a powerful entity. It can drive change, spark innovation, and create lasting connections. So, apply these strategies carefully, and watch as your community transforms from dormant to dynamic.
PS: I wrote this article inspired by a presentation from one of my dear friends, Paz Pisarski. She is a Co-Founder of the Community Collective, and this talk was presented at CMX Summit 2023.