In theory, social media is supposed to make connecting with others easier. After all, they’re called social networks. But from Reddit to YouTube, it turns out that thoughtful moderation is key.
Anyone can create a Slack workspace or Google Group, but sustaining or growing a generative, respectful online community requires careful planning and regular attention. A flourishing garden must be tended; the same goes for online forums.
Over the years, The Learning Agency has managed several online communities. Since we are often asked for advice on how to build and sustain them, we have compiled the guidance we share most frequently.
Here are The Learning Agency’s top six tips for establishing and growing a successful online community:
1. Be intentional about the group you are building
Think about who’s in it, and what experiences and perspectives they bring to the community. Your target audience should be tight enough to bring focus to its potential discussion topics, but loose enough to avoid becoming an echo chamber.
For example, we manage a Google Group for current and former Program Managers at Advanced Research Project Agencies (e.g., DARPA), and intentionally made room in that group for others in similar, innovation-forward roles across government, industry, and philanthropy. This mix of individuals, who share interests and goals but come from different sectors and perspectives, makes for lively discussions and lots of learning.
In alignment with your goals, decide if the forum will be public or private. Either setting is fine, depending on what you are trying to achieve. If you aim to create a more intimate space where reporters can’t lurk, make it private. On the other hand, if you are eager to create a large, wide-ranging forum, you might opt to make it public. Also be clear about what “public” means (e.g., can be quoted by the press).
Online community managers will need to post a lot, especially at first, to make it a worthwhile resource for members. Early on, community managers should post frequently to convey the group’s norms, set a tone for the types of content you want to see shared, and spark discussions.
2. Foster communication
One of the best predictors of community is communication. Networks run on shared – and sharing – information. There’s lots of evidence for this idea, like this study, which indicates that communication is a crucial facilitator of trust, especially for strangers.
In an online community, this translates to the importance of posting and responding to posts regularly. In this way, group members increase the knowledge and resources shared across the group, making it a space worthy of one’s time and attention.
The Learning Agency manages a popular Learning Engineering Google Group, where knowledge and resource sharing is the norm. To help with communication, we also often host meetups at big events, basically saying: “If you’re at x event, come by the hotel bar at y to meet up in person!” These in-person events are relatively low cost (usually less than $1,000) and help develop connections.
3. Trust the talent and expertise of the group
The role of the online forum manager is not to be the expert in the room but to invite the sharing of insights and wisdom from those who have been convened. The manager’s posts and prompts should come from a place of genuine curiosity, asking questions like, “What do you think of this new development?” or “How have you dealt with that challenge?” These types of open-ended questions invite conversation and convey that member contributions are valued.
4. Apply the 1 percent rule
The 1 percent rule states that, in any online community, only 1 percent of users will actively create new content, while the other 99 percent of the participants only lurk. This means online community managers will need to post a lot, especially at first, to make it a worthwhile resource for members. Early on, community managers should post frequently to convey the group’s norms, set a tone for the types of content you want to see shared, and spark discussions. Once the forum is up and running, the manager should continue to monitor and contribute to conversations.
Additionally, you can increase learning by crafting posts that are curated, informative, and tailored for the group. For example, The Learning Agency manages a Google Group for a bipartisan coalition of advocates seeking better research and development infrastructure in education. We purposefully post content that connects with the coalition’s mission and interests. If we populated the space with a wide variety of articles and resources about education, rather than about education R&D specifically, we would water down the forum’s content and make it a less useful space for members.
It’s well-known that people tend to be less polite in online spaces than in person. This can show up in online communities in the form of ad hominem attacks on an individual, as opposed to critiquing their ideas. Allowing this kind of behavior will make your community less welcoming and hamper engagement.
5. Use Google Groups
Old school is in. Just as there’s been a renewed interest in vinyl records, many people are leaving Web 2.0 platforms like Facebook and returning to the simplicity of newsletters and listservs. At The Learning Agency, we use Google Groups, which are easy to set up and manage. Plus, they’re free. And perhaps most importantly, they rely on email addresses, which allows you to keep in touch with people even if the platform changes or goes downhill like X (formerly Twitter).
6. Have positive norms
It’s well-known that people tend to be less polite in online spaces than in person. This can show up in online communities in the form of ad hominem attacks on an individual, as opposed to critiquing their ideas. Allowing this kind of behavior will make your community less welcoming and hamper engagement. Make the community’s positive norms clear from the start. Examples include:
- Avoiding personal attacks and other forms of defamation;
- Keeping conversations on topic and focused; and
- Limiting spam and commercial posts.
By leading with intentionality, curiosity, and a healthy respect for the members in your online forum, you can create and sustain a thriving online community.
What’s the best online community you’ve ever been a part of, and why? We invite you to share in the comments section.
Tasha Hensley
