From online forums and live chats to social media groups, there’s no shortage of ways to share ideas, network, and build relationships. Online communities and community platforms are everywhere – chances are, you already have one (or several!) without even realising it.
But what exactly do we mean by a community platform? How is it different from simply being “online”? And why should your organisation care? Let’s dig in.
Before we get into the nitty-gritty, let’s rewind a bit – back to the 90s, when the Spice Girls topped the charts, and a fun Friday night involved Mario Kart on your N64. What did the internet look like then?
Well, Web 1.0 was static and pretty much one-sided. Think early blogs, message boards, and basic e-commerce. It was all about consuming information, not engaging with it.
By the mid-2000s, there was an explosion of social media platforms and content collaboration with Web 2.0. These were the early days of the modern-day influencer. The internet became more interactive, largely in part to the launch of the iPhone, mobile browsers, and apps revolutionising online access and making it more personal and portable.
Today, we’re in the age of Web 3.0, often referred to as the “decentralised web”. This internet era is aimed at creating a more intelligent and open web by leveraging technologies such as blockchain, artificial intelligence, and the Internet of Things, empowering users with greater control over their data and online interactions.
And just over the horizon is Web 4.0 – an emerging concept that envisions a more interconnected, hyper-personalised internet powered by advanced AI. While still in development, Web 4.0 is set to make online experiences even more intuitive and seamless.
Here’s where it gets tricky. Many membership organisations are still operating in that Web 1.0 mindset (sorry!). Their websites are primarily static, used as marketing platforms for attracting non-members rather than engaging the ones they already have. Digital engagement among members is therefore limited, despite the clear need for interaction, collaboration, and thought leadership.
This is where online community comes in.
A community is a group of people who share something in common and engage, interact, and share together. Community can be facilitated online via social media or dedicated digital environments, i.e., an online community platform.
Online community platforms combine a suite of technologies together in one platform, with a common functional baseline and variety of features – e.g., forums, messaging, user directories and more. You can go pretty far with online community platforms, and scale them from a small group to millions of users if needed – just look at platforms like Reddit.
Unlike social media, a dedicated online community platform can be tailored to your specific organisational needs. They will give a fit for purpose, customised experience for your members and can integrate seamlessly with your existing tech stack. They also keep your members’ data safe – no more handing it over to big social media companies.
You’ll want to establish your online community rather than trying to do everything all at once. Figure out which functions are most important, and which will have the most uptake. Ensure your members feel at home, and more importantly, they recognise the benefits and value of your community.
A successful online community won’t happen by chance. To make the most of your community platform, you’ll need a solid strategy, including:
Every organisation has its own unique culture, and your online community platform should reflect that.
Ah, the big question! Building an online community is a long-term commitment, and there’s no one right answer – several factors can derail success:
It’s all about employing and investing in those tactics and strategies to truly deliver the value your members deserve.
Unlike a static website, an online community is dynamic. You can adapt it, grow it, and continuously improve it. Your platform will be highly flexible, and the technology can be fairly unlimited. Your options are nearly endless in terms of what online community can do.
Just remember: there’s no “one size fits all” when it comes to online community platforms. Your success lies in how you configure, deploy, and manage your community in the long-run.
This article was originally published in April 2022 but has since been updated to ensure accuracy and relevancy.
