COMMUNITY ENGAGEMENT
g in k r o w t e N g in g r a h -C Turbo y it n u m m o C e in l n O r u o Y In Yakov Filippenko by
Business communities have three key elements: Activities (such as content and events), community members, and connections between community members. Connections are the most important part, and are essential for community growth. That’s why it’s so important for community owners to foster connections within a community as soon as possible. However, that can be a real challenge when business people don’t have enough time or energy to invest. These are three key ingredients that help to set up networking within your business community:
1. N E T W O R KI N G I S A LL A B OU T PE OPLE It’s as simple as that. The people you meet have the power to change your life. When someone introduces you to their highranking boss at work, or helps you land an important partner, it all comes back to that person and how he or she introduced you. Most people know this very well – and that’s why they want to be a part of a community with successful people. The problem of most digital community management platforms is they don’t provide a mechanism to highlight peoples’ background, achievements, and so on. This makes it tricky for community members to evaluate the power of a specific community in terms of other members. Your Community is far more valuable if members’ areas of expertise, connections to each other and shared interests are visible and easy to identify.
2. I CEB R EA KI N G I S KE Y
The same school, city, common friends, and other shared characteristics. Social media platforms use this psychological drive to find people similar to us. They trigger users’ emotions and involve them. So, make sure your community’s networking activities do the same.
3. SAV E YOUR COM M UNITY M EM BERS’ TIM E As community owners, we love user-generated content. It’s engaging, motivates people to promote it, and invites others. But think about it from the members’ perspective. People are busy. When you ‘ask’ them to spend more time with you - they need to cut something else. In the case of networking within a community, you need to meet people with shared, relevant interests. Modern communities are built on the paradigm of the feed - which means a lot of scrolling to find something interesting – and most people lack time. Social media attempts to solve this using data. They know what engages every single user. Community owners need to adopt this same approach to ensure users are engaged and members are able to make the best use of their limited time. In conclusion Adding a networking component to your community is complex. But it always pays back. Your members start to refer their friends and peers, because for them, your community not only drives great content and events, but also valuable connections and a way to achieve their business and career goals.
Icebreaking is the core of networking, both in traditional offline events, but also online. Traditional offline events solve it via networking parties. Atmosphere, drinks, and personal contacts make it easier. But everything changes when people meet each other in the digital world. All they see is an avatar and a short bio. All members are in different locations, in different moods, and have different tasks in their heads. So, the key to cutting through and creating digital networking is generating emotions. Emotions drive engagement and trigger strong relationship building. Modern community management platforms have a host of features to set up events and post content, but most don’t have anything that boosts engagement between members. Emotions are typically driven by something in common:
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