A Simple Formula for Online Community

Online community doesn't have to be so darn difficult. Just follow this simple formula:

Obviously, I'm kidding. Sort of.

There really is no formula for online community--BUT, if there was one, I think it would look something like the above.

Community is about people interacting around a shared interest.

Interaction can be synchronous or asynchronous, ephemeral or durable.

Place can be centralized or distributed.

Social tools mediate the interaction, create synchronicity or asynchrony, and in some sense become platial (Jay's word for things having qualities of place without occupying actual space).

Credibility and approachability (or, if you like, authority and passion) create trust.

And that's pretty much it.

But wait! The final piece of the puzzle is where businesses really struggle with online community, and it's where the real creative opportunities around online community show up: How do you align your online community with your brand in an authentic, compelling way? Why should people want to come to your party? How do you brand your community without turning people off?

Brand alignment is the X-factor in community, the elusive variable. It's also the secret sauce that when done right makes the thing hum.

Comments

[paul hughes]

i've read, captivated, down to this blog. better comment on this great site. i am grappling with an online community concept. member driven/centric and a rich experience. this blog has helped me tremendously to create an understanding of how humanizing the quality plays such a key role in the success of an OC.
paul

[Ryan]

Thanks for the nice note, Paul. I'm really glad to hear you're fired up and that you found this at the right moment.

I'd love to hear what you're up to with Northern Exposure organics--as you might not know I used to work on an organic farm, and one of my best friends, Guillermo Payet, created the community-driven site localharvest.org. If you haven't checked it out, I recommend it, and if you want to kick around ideas in the space of online community and local, organic, sustainable agriculture, you should drop Guillermo a line. He's a friendly dude, and passionate as all get-out.

Good luck!