Community Management That Works: How to Build and Sustain a Thriving Online Health Community
Community management that worksHow to build and sustain a thrivingonline health communityColleen Young
Peer-to-peer health care“PewInternet Project data shows that ifyou can enable an environment in whichpeople can share, they will and thebenefits will entice others to join.” ~ Susannah Fox, Pew Internet & American Life Project Excerpt from Susannah Fox’s Medicine 2.0, 2011 Keynote address
What is an online community? A group of people who share a strong common interest, form relationships and interact online.
Why some succeed and others failTo succeed:• Establish and understand your domain• Develop a strategy, according to the community’s lifecycle stage• Build a sense of community Wenger E. et al., 2002 Iriberri A. and Leroy G., 2008. Blanchard and Markus, 2004
Sense of community• Membership: a feeling of belonging• Identity: goals of members match those of the membership as a whole.• Influence: members feel they can influence and be influenced by the community• Attachment: members share an emotional connection. McMillan and Chavis, 1986 Blanchard and Markus, 2004
Community life cycle Millington R. The Pillar Summit, 2012.
Inception • Focus on growth • Develop relationships with potential members • Nurture an active core group • Foster tone and styleThe community reaches critical mass when > 50%of growth and activity is generated by members. Millington R. The Pillar Summit, 2012.
Establishment • Focus on activity • Deepen sense of community • Broaden outreach • Create content for and about the community50 to 90% of growth and activity is generated bymembers. Millington R. The Pillar Summit, 2012.
Maturity • Focus on scaling the community • Maintain sense of community • Assess and optimize processes • Co-create content and develop collective valueMore than 90% of growth and activity is generatedby members. Millington R. The Pillar Summit, 2012.
Mitosis • Focus on division and expansion • Monitor for subcommunity developments • Consult community • Conceive and establish new communityRepeat life cycle process for each new community. Millington R. The Pillar Summit, 2012.
Measure for successMeasure:• Growth• Activity• Sense of communityIn order to:• Grow• Improve• Report value
What is community management?Community Management ≠ Moderation (it’s far more)
Acknowledgements• Wenger et al. Cultivating Communities of Practice, 2002• Iriberri and Leroy. A Life Cycle Perspective on Online Community Success, 2008• Richard Millington, The Pillar Summit• Rachel Happe and Jim Storer, The Community Roundtable