Field Notes Inside an Integrated Communications Agency

Aw SXSW09, I attended a very informative panel entitled "Building Strong Online Communities."  Jam packed with useful information for running your own successful communities, I've distilled some of the most relevant "do's" for us to remember as we create and continue to foster existing communities here at Capstrat.

On Feedback

• Give users the ability and space to criticize you separate from the community.  Give them an outlet for feedback.  Listen to them on the basic level, that's what they really want.
  
• Email users back when they give you feedback.  There’s power in getting a personal email from a community team member.  Yes it’s time consuming but it will pay dividends.  People generally have low expectations of online personal responses, surprise them and build dedicated users at the same time.
• Digitally compile all user comments (with post dates and times) in case you need the log later. 
• Communities are a constant revolution, think carefully about the consequences before you implement a new tool.
• Patience, level headedness, calmness, and neutrality are the best collective qualities for your community manager. You also need someone who can multitask.
• Be able to accept harsh criticism without taking it personally.  This is harder than you might imagine but is very important for neutral moderation.

On censorship.

• In a community, where voice is the most important thing, you run the risk of abusing users trust in you if you silence them.
• Before nixing comments, make sure you view the comment in context first.
• Save the banning of users for real jerks; banning should be fairly infrequent and saved for severe cases
• Let the discourse happen.  Taking it off is giving users more ammunition to criticize you.
  

On change

• Let the community know when change is coming and ask for input.  Not involving the community in change can backfire.
• Use a two week barometer.  Are people still upset about the change two weeks later?  If so, do something about it. It's unlikely that they will still be upset.
  
• As a general community rule, ask rather than tell. 

           Big take home points

• The biggest way to attract people and keep their engagement is to demonstrate earnest interest in your topic.  Others will be attracted to your vested interest.
• Finally, listen to your gut.  Remember that at the end of the day, this is your site and you need to make the calls.