In the dynamic landscape of community management, 2023 saw significant strides in redefining the role and impact of online customer communities for organizations. As we embark on a new year, it’s crucial to reflect on the lessons learned and set our sights on the dos and don’ts for community management in 2024.
Looking back, communities have evolved far beyond their origins as mere support forums. In the early 2000s, they primarily served as platforms for users to seek assistance and information. However, today’s communities are multifaceted ecosystems that cater to various customer needs throughout their lifecycle. From onboarding to adoption, ideation, and support, communities now offer a comprehensive destination for customers to connect, learn, and engage with peers.
Key Trends from 2023
In 2023, several key trends shaped the community landscape. The focus shifted towards integrating communities into the customer lifecycle, leveraging generative AI to streamline operations and content creation, and merging online communities with real-life experiences. Additionally, businesses began reinventing their communities to adapt to evolving market dynamics, such as mergers and acquisitions.
The Dos of Community Management
As we transition into 2024, it’s essential to embrace the dos that will drive community success in the coming year. Here’s our top three.
1. Retool Communities for More Needs
First and foremost, organizations must retool their community strategies to align with evolving business needs. With B2B communities maturing, there’s a growing emphasis on measuring the ROI of community programs and expanding their scope to address broader business objectives.
2. Use Communities to Educate
Furthermore, there’s a growing convergence between community and educational programs, highlighting the need to leverage communities as educational hubs. By combining these efforts, organizations can provide a seamless learning experience for customers while fostering community engagement.
3. Leverage Generative AI
Another key trend for 2024 is leveraging AI to enhance community productivity and personalization. From generating content to providing personalized responses, AI tools can streamline community management tasks and elevate user experiences.
Moreover, organizations should prioritize creating a fun and engaging community environment to drive member satisfaction and retention. Whether through gamification, creative content, or unique experiences like digital escape rooms, fostering a sense of enjoyment can enhance community participation and loyalty.
The Don’ts of Community Management
However, amidst the excitement of embracing new strategies, it’s crucial to heed the don’ts that could impede community success.
1. Forgetting to Measure ROI
Foremost among these is neglecting to measure the ROI of community programs and failing to align them with overarching business goals. By establishing clear connections between community initiatives and tangible business outcomes, organizations can secure continued support and investment.
2. Going It Alone
Additionally, community managers should avoid going at it alone and instead collaborate with cross-functional teams to drive community success. By involving stakeholders from various departments, organizations can harness diverse perspectives and resources to enrich the community experience.
3. Doing Too Much at Once
Lastly, organizations should resist the temptation to launch comprehensive community initiatives all at once. Instead, they should adopt a phased approach, focusing on one use case at a time to ensure effective implementation and optimization.
In summary, as we navigate the evolving landscape of community management in 2024, embracing these dos and don’ts will be crucial for driving meaningful engagement, fostering customer loyalty, and achieving tangible business outcomes. By staying agile, innovative, and focused on delivering value to members, organizations can unlock the full potential of their communities in the year ahead.
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