Participation rates can be notoriously low, but there are ways to improve participation in brand communities. First, though, you need to look at what makes you participate in any online community. Then ask your colleagues why they’re not participating in your brand’s online community. Finally, you need to get some feedback on why community members aren’t participating. Their answers should cluster into areas of utility, competence, fear and fun. You can work on these areas to increase participation.
- You must first know yourself.
- Find out why people do and don’t participate in certain website communities or brands.
- This information can give you a good idea what to work on first to increase users/customers.
“Here is a fun task. Keep a notepad next to your laptop. Any time you participate in an online community (or even an online discussion) write a quick note to yourself about why you did it.”