Optimizing Your Community For Member Benefits
3 key strategies to maximize your online community experience
Communities have always existed, even right from the stone age. Before the advent of technology and online communities, history shows that individuals with shared interests and objectives came together physically to form groups for achieving specific goals. Consider the familiar concept of “Thrift” groups our parents were part of, where the objective was collective saving and shared financial benefits. The first online community dates back to as early as 1985 with the Whole Earth Lectronic link” created by Stewart Brand and Larry Brilliant. Initially created for the purpose of facilitating conversations between writers and readers of the Whole Earth Review, the interactions expanded beyond expectations, creating a revolutionary online community. It was during this time that the term “online community” was coined by Harold Rheingold.
Online communities have since then evolved. From early chat rooms and forums, into what we have today. With the rise of technology and the demand for tech-related jobs, the need for shared spaces for people with similar interests became apparent. Communities emerged to help individuals discover industry trends, connect with like-minded peers, stay informed about key events, receive advice, collaborate on projects, garner support and advance their careers. Amidst various community purposes, two core elements are constant — fostering interaction among people and cultivating a sense of identity/belonging.
Defining the term “community” can be difficult because it has different connotations and meanings. It can refer to families, neighbourhoods, workplaces, interest groups, social networks…the list is endless. However, Feverbee defines community as a group of people who engage with each other around a common interest.
Regarding the theme of ‘common interest’, discussions surrounding the reasons people join communities have intensified, especially in recent times. Some community builders argue that individuals become part of communities to fulfil their needs, while others contend that people are drawn by the benefits communities have to offer. Needs can vary widely, from seeking for connection and belonging to fulfilling career goals. What lies at the core of this debate are the essential benefits people seek and how community leaders can optimise their offerings to deliver these benefits effectively.
In this discussion, you will understand why many community builders emphasise the benefits concept and why communities should focus on this.
Consider a novice software developer seeking to connect with others in the field. Community X promises to address this need by facilitating connections with peers. However, this raises questions: Who are these peers? How will they engage with each other? What shared problems will they solve? Why is it better to connect through this community than through other means? For a community to thrive, members must derive unique value from one another — value that goes beyond what search engines or AI tools can provide. This unique value, in turn, becomes the benefit of belonging to a specific community. It’s within this value that the potential of a community truly resides. Beyond catering to member needs, optimising for benefits becomes imperative.
There are 3 major benefits that draw people to online communities — accessing specific types of content, discussions and information, connecting with similar types of people and sharing content with the largest possible audience. A community cannot provide all 3 at once, hence why new communities are created to offer benefits missing in existing ones.
Let’s discuss each of these benefits and what it entails for community leads like you;
One of the important functions of online communities is their capacity to disseminate valuable information.
By connecting individuals with desired information and skills, these communities link knowledge-seekers with experts. Community leaders must ensure that the shared content is highly relevant and addresses specific member issues. Recognizing the expertise of members within the community is equally vital. This knowledge can be leveraged to connect experienced members with those seeking insights on specific subjects. Additionally, it’s crucial to foster continuous growth within the community, enabling enriched content sharing as the community expands. A way to distinguish your community and provide distinct value is by offering intentional, hands-on content that members can gain high-quality insights from.
The second benefit individuals seek from online communities is connection, often referred to as “homophily.”
Homophily means ‘a tendency for friendship to form between those who are alike in a designated respect’. Your community can’t cater to everyone; it should be curated for those with similar interests, objectives, or aspirations. If your community is too broad and open, members may struggle to connect due to a lack of shared alignment. Remember that people can only receive value from those who share their identities, beliefs, culture, and interests. In simple terms, people want to find others who mirror their own experiences and goals. Homophily not only facilitates information exchange but also enhances the sense of belonging. Promoting a sense of belonging is much easier when your community is tailored to individuals with shared interests and purposes. Conversely, it’s challenging to create belonging if the community’s identity isn’t well-defined.
For those seeking content virality and contributors, community size plays a pivotal role.
People are drawn to larger communities, as these platforms offer content exposure to a broader audience. While creating a community tailored to a specific purpose and shared interests is essential, growth optimization is also critical. Larger community numbers can attract more members due to the benefits associated with a larger audience.
If you’re not a community leader but are part of tech communities, it’s crucial to grasp these benefits. Evaluate which one aligns with your career goals. This guarantees that, even within multiple communities, you gain tailored benefits that contribute to your overall objectives.
At Propel, our mission is to empower communities in delivering these very benefits to their members. Through our shared content with community leaders, we offer practical insights into job searching, interviews, and positioning for global employment.
In our recent fundraise announcement, we outline how the raised funds will be directed towards aiding community leaders in offering more benefits to their members — connecting them to global work, discounted perks, and financial services through our ecosystem. You can explore the details here.
For every individual within our ecosystem, Propel currently offers three fundamental benefits: Jobs, Perks, and Embedded Finance. Our platform features job opportunities from global companies, our perks are available at discounted rates, and our financial services feature is set to launch soon. To apply for a job or claim perks, simply login to your Propel dashboard using this link.
Here’s to growing with Propel!
