Driving engagement to online communities has been a strategic development thus far. But real engagement may require creating online communities that meet needs of community participants. Rather than using borderline manipulative techniques, like growthhacking, gamification, content snacks and personalization, online communities may need to start thinking of a community member as a “whole person” and finding ways to help members reach self actualization. The future communities should have shared purposes that are expressed by leaders, a community manager that connects with members, new tools for context and feedback, and federated communities that can support different customers and purposes.
- Instead of using tricks and hacks to drive an audience to engagement in content, author strives to- with the power of purpose- get people involved with what he is selling, which he feels is a far superior method.
- Author surmises that a big part of what is missing in online communities- which doesn’t allow them to grow, instead stagnate up to a certain point- is that it does not offer its members purpose. Self-Actualization is the key; he says that when you give mean to an action- say the organization begins helping out a third world country in some endeavor- gets the members motivated and feeling like they are really making a difference and that it matters.
- In the early models of their Purpose-Driven Communities studies, the data has shown that through more one on one interactions and collaborations within the group its members are more productive and it creates a much livelier and harmonious organization, with an emphasis on feedback from members that all benefit from greatly.
“Creating a Purpose-driven model for communities will be a break through in performance, engagement and impact for many organizations.”