After so much group sharing, your community is still half-dead?

Think back, what was your initial reason for joining a community organization?

• Is it a public account article with over 100,000 views?
• Is it a bestseller that tops the charts (like "Before the Time Is Up")?
• Or is it a packed offline salon?
• Or is it a group sharing of “ dry goods ”?

Think about it, what are these? Yes, it’s all content. These contents include at least:

Online channels

• We-media (from public accounts to various self-media platforms such as Toutiao We-media, Sohu We-media, etc.)
• Content posted on various social media (Weibo, WeChat , etc.)
• Useful information sharing in groups (more and more community organizers rely on this method)

Offline channels: various sharing sessions/salons, experience sessions, etc.

Initially, much of the community’s traffic was attracted by high-quality content.

Now that all the guests are here, it’s time for the boss to serve the dishes. As a result, group sharing, which is the main dish of social networks, began to flourish, and there was even a great leap forward in live broadcasts among thousands of groups.

It makes no difference.

There are at least two problems here:

First of all, for community organizers, the resources of high-quality sharers are beginning to be exhausted. At the same time, the content has become highly homogenized and sharers are only concerned with titles.

Moreover, for the audience, "after listening to the sharing, they run away", leaving the WeChat group in an awkward situation where no one talks anymore.

How to break the deadlock?

Looking at it from a different perspective, is there something missing here? There is content, but no interaction?

Having said that, let's repeat the important things three times:

Participation is the soul of the entire brand and community!

Participation is the soul of the entire brand and community!

Participation is the soul of the entire brand and community!

If there is only content but no interaction, what is the difference between a community and Xianyu?

There is only content but no interaction. It is a one-to-many media, just like the news broadcast at 7 o'clock every evening. Have you ever thought of adding barrage to it to make some complaints?

Think back, is your community operating in a media way?

Let’s take a look at an example of the most traditional magazine-type media:

When a magazine's cover for next month can be decided by their own voting, how honored it would be for fans of "Wo Zhuang" (a magazine's self-proclaimed title).

Let’s take a look at the example of a well-known community’s fifth anniversary:

Having talked about this, are you a little excited? It’s that simple, just add some content and some interactivity, right?

Is Durex’s social media content good enough and is there enough interaction?

(Thank you for reading this in this impetuous age instead of focusing on the cover of a magazine. The following is the most critical step)

The long journey of community building has completed the first step above. The next step is to lead everyone to do something together and achieve a specific goal, which is really exciting. Because, in the community:

Everyone is good, that is the real good.

It’s real fun when everyone has fun together.

Here are some examples of collective "Hi":

• Set up a community, check in and post your weight every day, and strive to lose 5 kg every year
• Form a community, discuss an H5 case every week, and jointly create the most awesome H5 communication
• Set up a community, discuss a photography technique every day, and publish a collection of group members' photography at the end of the year
• Form a community and launch several crowdfunding campaigns every year to help ordinary people realize their dreams
• Build a community, test enthusiasts every day, and make the best MIUI in China

I believe you have also seen the characteristics of the above communities:

• Regular community activities : weekly, monthly, and annual
• Co-participation and co-creation: such as crowdfunding
• The goal is very specific and clear: for example, to create the best MIUI

OK, let’s review the closed loop of the entire community construction:

• Online and offline, importing traffic to the community through high-quality content
• Communities accumulate people and traffic through highly interactive content
• Finally, we can achieve a win-win situation for all parties by doing one thing together and reaching a specific goal.

Source: Community News