By Emma Hamilton
People talk to each other on the internet - a lot. There are people talking about the things you're interested in right now. They might even be talking about you and your products or services. Feeling left out?
Nobody likes being talked about behind their back – wouldn't it be great to know what they were saying? But how do you find these people? More importantly, how do you engage with them? Here's our top five tips to get you started:
1. Use what you've got
The first place to start looking is in your own inbox. Have you received any emails or requests for information recently? This traffic into your organisation is a community in itself.
There are people out there who know who you are - and best of all, they’re already talking to you. Are you responding? Are you keeping in contact? Find out who they are and make connections with them.
2. Look, listen and explore
Put yourself in your community's shoes. Where do they go and who do they talk to online? Create personas to represent their likes, dislikes and emotional triggers.
Explore other social networks, blogs, review sites or magazines.
Listen out for the leading voices making noise about things relevant to you, your product or service and get to know them. Once you get these guys on board the rest will follow.
3. Blend in, get out there and meet people
If you can’t beat them join them. It’s easy to forget, but the internet isn’t the only place people with common interests gather to swap ideas. Try meeting your potential members in the flesh.
If they gather at conferences or events, send a representative. Develop their interest by pitching your forum to them as a useful tool to help them forge links with each other and continue discussions online.
4. Be a honey pot
Put simply, no honey pot, no bees; if you offer your members something unique or useful they’re much more likely to stick around.
Think about those emotional triggers you found out about earlier – what will get their attention? It could be anything from essential information and striking images to funky gimmicks. Flood your website with all kinds of valuable stuff and they’ll be eating out of your palm.
5. Bend to fit
You won’t have all the answers when you start out, so listen to your community’s ideas and requests. Some of the best parties are spontaneous, and if you look at the world of social networking it’s much the same story.
MySpace and Facebook have grown organically with their user-base, listening carefully to what their community members say they want and adapting to fit.
Read more about building an online community.
Coming next: common mistakes people make when setting up and running an online community. What are the main turn-offs for potential communities - and why do they fail?