Community Management that Works


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  • Enabling Community Through Social MediaAnatoliy Gruzd1, PhD; Caroline Haythornthwaite2, PhD1School of Information Management, Faculty of Management, Dalhousie University, Halifax, NS, Canada2School of Library, Archival and Information Studies, The iSchool at UBC, University of British Columbia, Vancouver, BC, CanadaTwitter communication network on #hcsmcacoloured by professional roles, nodes sized by in-degree centrality.
  • Community Management that Works

    1. 1. Community Management that Works
    2. 2. Colleen Young @colleen_young
    3. 3. How to build an online community “...if you can enable an environment in which people can share, they will and the benefits will entice others to join.” ~ Susannah Fox, Pew Internet & American Life Project
    4. 4. A group of people who share a strong common interest, form relationships and interact online. What is an online community?
    5. 5. People may form a community around a common: • interest • place • action • practice • circumstance Types of communities
    6. 6. • Understand and establish your domain • Build a sense of community • Develop a strategy according to the community’s lifecycle stage Wenger E. et al., 2002. Blanchard and Markus, 2004. Iriberri A. and Leroy G., 2008. Ingredients to success
    7. 7. is the strong common interest that inspires people to participate in and contribute to the growth of the community. Domain
    8. 8. • 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 Sense of community
    9. 9. Motivations change People may join a community for one reason, but they contribute for another.
    10. 10. Iriberri A. and Leroy G., 2008. Millington R., 2013. 2. Establishment 3. Maturity 4. Mitosis Death 1. Inception The community life cycle
    11. 11. • Focus on growth • Develop relationships with potential members • Nurture an active core group • Foster tone and style The community reaches critical mass when > 50% of growth and activity is generated by members. Millington R. Inception 1. Inception
    12. 12. “...this forum [is] like a big cozy blanket when I need someone to lean on ...”
    13. 13. • Focus on activity • Deepen sense of community • Broaden outreach • Create content for and about the community 50 to 90% of growth and activity is generated by members. Establishment Millington R. 2. Establishment
    14. 14. • Focus on scaling the community • Maintain sense of community • Assess and optimize processes • Co-create content and develop collective value More than 90% of growth and activity is generated by members. Millington R. Maturity 3. Maturity
    15. 15.  3.5 years  10,500+ participants  126,000 tweets  166 chats Wednesdays at 1 pm ET Last Wednesday of the month at 9 pm ET Health Care Social Media Canada
    16. 16. Design by @AlainaBCyr | Data collection by @Colleen_Young & @AlainaBCyr using Data from Sept 2010 to Oct 2012 Complete infographic
    17. 17. Social network analysis of #hcsmca Gruzd A, Haythornthwaite C Enabling Community Through Social Media J Med Internet Res 2013;15(10):e248 URL:
    18. 18. • Focus on division and expansion • Monitor for subcommunity developments • Consult community • Conceive and establish new community Repeat life cycle process for each new community. Millington R. Mitosis 4. Mitosis
    19. 19. Sustainability: • Growth • Activity • Sense of community In order to: • Grow • Improve • Report value Measure for success
    20. 20. #hcsmca Wednesdays at 1 pm ET Last Wednesday of the month at 9 pm ET Healthcare Hashtags Community Management That Works: How to Build and Sustain a Thriving Online Health Community Resources
    21. 21. @colleen_young @hcsmca @ELLICSR Questions