As community managers we surround ourselves with people of differing ages, genders, backgrounds, attitudes and opinions in our communities. It’s part of what makes communities so interesting. We get to understand the differences and similarities between members, draw an overall consensus and then provide valuable insights to our clients.

Dealing with members with such varying backgrounds, opinions and outlooks can therefore be a difficult process. We aim to get to know people throughout the period that the community runs, and it is true that as we go along, you get a better understanding of what you can talk to some members about; how much you can ask them and importantly what topic of conversations are taboo or not. In the first weeks though it is worth being cautious as something that you may say flippantly without even thinking may actually be offensive to a member.

Think about real life, the first time you meet someone, it is pretty unlikely that you’ll be asking them who they voted for in the last election or how much they earn each year in the first few minutes of conversation. Sure these may be relevant questions at some point but think about how you would feel being asked this in the first week of a community or the first time you meet someone.

A good example of mine was a discussion which took place around Easter which aimed to investigate how much the meaning of Easter had diminished over time and the reasons for this. Whilst  most of us have an opinion on the matter, it was early in a community and had the potential to create divisions between those with differing opinions of a religious nature. Whilst healthy argument can be a good way to really delve into the true thoughts of members, fractures in the membership surrounding issues of religion or other sensitive topics can be very damaging.

Trust must be built up with members in order to get the best from them. It is built over time and you can’t expect someone to provide you the most insightful responses without their trust.

A tip that I now have in the back of my mind when talking to members in the community is that if you are any way concerned or worried about what you are writing and how it could be understood by a member then it is safer to not ask the question at all.

Sometimes it’s not the questions that we ask which are important in getting the best out of members but the ones that we don’t.

Badges are becoming commonplace on social media platforms. To enhance levels of engagement, badges ‘gamify’ actions and reward users. This ‘gamification’ of experience in turn, motivates further action. But how are badges useful? Why do they work?

In an initial study, Antin & Churchill (2011) set out to answer these questions. I have briefly summarised their findings below.

Goal Setting
Challenges are an effective motivator and consuming goals is an end unto itself. Studies have shown the most effective goals are those just out of comfortable reach.

Instruction
Providing a framework for users, badges illustrate valued activities of the community.

Reputation
Badges contribute to the identity of users. They allow others to make ‘reputation assessments’ such as a particular member’s interests or expertise.

Status/Affirmation
Acting as status symbols, badges highlight achievement, acknowledging user accomplishments.

Group Identification
Shared experiences increase collaboration in online communities. Badges connect users to these shared actions, and provide ‘perceptions of similarity between an individual and the group’

In short, badges act as social agents in online communities, assisting users to navigate their virtual identity and relationships. Transferring these agents into research communities may help provide another layer of user engagement.

When moderating communities, you do your best to engage with members and present yourself in a way that makes them comfortable with contributing and posting their thoughts. Being a similar type of person to the members in the community is extremely important so to understand and relate to their opinions. As a male I’m not going to be the best person to moderate a community for pregnant women. How could I ever pretend to relate to members? That just would not work.

It’s for this reason that I was chosen to moderate a community of young (mainly male) students who had just started university. It was felt I was well placed to relate to their lives, interests, thoughts and opinions. Sure, it has been a few years since I graduated university but how much could have changed? I was 18 once. I can relate.

I have come to realise that things have changed. Firstly and probably most significantly is that prevalence of ‘text speech’ becoming a more and more accepted means of writing. Words are replaced with numbers (2 instead of to / too), acronyms replace phrases (By the way becomes BTW) just to name a couple of these intricacies.

In order to best connect with members, I have had to adapt my language and tone to ensure students are comfortable with opening up to me and as such have taken to posting discussions and blogs in the language of the youth. It has been a challenge and I usually find myself writing as I normally would, re-reading and then altering words and phrases to adapt to this strange new language. I’m definitely not there yet but i think that im getting used 2 usin sum of this 2 improve the way i connect wif students. Gr8 isnt it.

I’m interested to see if anyone else has had experiences of their own that they’d like to share?

Copy of my presentation from Merlien conference in Berlin, MobileMR 2010: Market Research in the Mobile World

Generally at some point during an online community we ask the members to complete a ‘mission’ of some sort. Now these are usually fairly mundane to the casual observer, and members only get reimbursed for their outlay.

So I was thinking, hmmmm, can’t really imagine how many are actually going to bother. In today’s world isn’t it all about how much you can get for the least amount of effort? Well, at least it feels that way sometimes.

But not only did they ‘choose to accept’ their mission, but they did it with a gusto and a sense of fun and adventure that both surprised and delighted me. In fact I found myself laughing out loud repeatedly reading their ‘post mission reports’.

Their mission? Very benign. To buy a drink from a convenience store and take a photo of the display if they can. Look at ‘em go!

I have never had people in a focus group get so clearly involved and have so much fun participating in research. I can only think then that it’s the online space that has enabled members to free their inner secret agents! I can’t wait until the next one.

It has been a pretty hectic first month for me at Latitude Insights but what a blast it’s been. Already immersed in two very different communities it’s been great to learn and understand the various methods that make managing a community such a rewarding and valuable experience, not just for me but for our clients and members as well.

I have an online research background, so the idea of communicating with people via the Internet wasn’t new to me and is something I find very interesting. There is definitely a certain skill required to get the most out of people with whom you have no actual direct contact with but as people become more and more online savvy, the less noticeable the gap between online and offline communications continues to become. You may miss out on seeing how people express themselves physically but online I find that people are much more inclined to open up to you with information they may not usually share in a face to face environment.

Online communities evolve and run like any other community. There are leaders, there are followers and a mesh of relationships will build with time. What surprises me is just how quickly this happens. After the initial login, members introduce themselves and find common ground, as you would when you meet someone for the first time in real life. As a moderator, it’s a matter of using and nurturing these relationships in order to get participants talking with each other and also with me. Before long members are discussing and posting topics of their own such is the comfort that they have sharing information in the community. Communicating online is now no longer seen as scary or the domain of the IT geeks and as a result people are so much more comfortable engaging with others and meeting new friends. They help each other, they celebrate each other’s achievements and support each other through troubled times, just like a real community.

As a moderator I’ve learned that in the end I have to keep order but still don’t want to be the ‘tough guy’ who isn’t seen to have fun or have a personality and can be someone who members will want to chat and share their experiences with. How can I expect everyone in the community to share themselves if I’m not doing it myself?

I was used conducting focus groups with up to 8 participants at a time so have had to adjust to communities of over 100 running over a much longer time period. Sure, not everyone is talking at the same time but it really is great to see a larger group dynamic evolve to include me but also the experience of friendships grow and build.

Like the communities, I’m looking forward to growing and building upon my experience as time goes on.

It’s almost been a year since I started working with insights communities and I have learnt that they are filled with constant surprises. If you had asked me last September, what I expected from a role of an insights community moderator, I would have summed up, “To facilitate focus groups…online”. So a year later, what do I have to add?

Today I would say that a community moderator is more than just a facilitator. We spend months with participants in a community – I’ve even had a member describe the community as his “second family”. This is not unexpected; given that everyday we are invited into the lives of members. We travel their paths through pregnancies, holidays, graduations, and even funerals. The role of moderator is stretched to confidante, advisor, watchdog, IT tech, storyteller, leader, pupil, events organiser, cheerleader, and friend.

So, walking the thin line between the professional and personal, how does this tie in with our research? How do we remain objective, whilst we are subjective to the trials and tribulations of our members? I believe we don’t. Through the lens of familiarity, we grasp a deeper understanding of where members are coming from. Communities provide an environment to harness relationships, and this is a unique opportunity for qualitative research.

In the last year I have learnt how to be a better moderator by getting to know members. I have learnt how to be a better researcher by analysing data within a broader context. I look forward to the next 365 days of communities, and welcome whatever twists and turns they may bring…

Part of what I love about working with the team at Latitude is the opportunity to laugh each and every day.

Throughout the week, our community moderators post blogs to their members to touch base, say hello, give them an update and (hopefully) make them smile.

With our unique approach to community engagement, moderators are encouraged to inject a healthy dose of their own personality into communications with their members, with often humorous results. Throwing in a few tidbits of novelty information, or a joke or two allows us all to reveal a little about what interests us, makes us tick, or cracks us up, which in turn encourages members to do the same.

Here’s a couple of snippets from some recent moderator blogs…

One moderator shares her weekend of indulgence with her community…

To celebrate International Talk Like A Pirate Day…

While this sort of dialogue may not be a source for powerful insights for our clients, what it does facilitate is a fun, friendly atmosphere in which our members can express themselves openly, engage with us as moderators and bond with each other as members.

Because after all, who doesn’t love to laugh every now and again!