How to improve the activity of private domain communities?

There are a lot of WeChat communities nowadays. In addition to classmates’ communities and colleagues’ communities, many people have shopping communities, course communities, communication communities, and other communities.

But some communities are inactive and some are active. Usually, we also want to speak or communicate in the active communities, and those inactive communities will gradually fade away, right?

For community operators, the more active the community, the more output it can produce; this is one of the reasons why we want to form active communities. So what are the benefits of active communities?

1. Benefits of Active Communities

1) Cultivate community trust and extend the community life cycle

If users are active with each other, there will be common topics within the community, even if only a small number of users are communicating at the beginning; but if the community group is always active, it can encourage more users to participate in topic discussions or actions.

During the interaction process, a sense of trust is actually being cultivated between users and between users and community owners. The relationship between community members is gradually approaching that of friends. When there are other tasks to be completed, users will naturally come out to support.

2) Easier to meet user needs

Every time a demand is met, it strengthens the trust in the platform, and our users will also increase their dependence on the platform.

Through active communication and interaction, organizers provide a platform for users to find their needs. Once users establish trust in this platform, they will find their needs through communication on the platform and use the power of the organization to achieve their needs.

3) Increase the probability of user output

Whether it is a community for shopping, content production, or course exchange, the organizer must hope that the end result is that users will produce more.

In an active community, users will become more active after getting what they want. At the same time, their interactive behavior will increase the number of active users, which will naturally promote the purpose of shopping, production, and communication.

How can we build a highly active private community?

2. Ways to improve community activity

1. Establishment of relationship chain

We can find that even if groups such as classmates, work groups, and product after-sales groups are not active, we are more inclined to keep these communities so that we can find them immediately when we need them in the future; that is not because the community needs us, but because we need the community, and this need connects users and operators into a relationship chain.

A relationship chain refers to the intersection and connection between people, and this connection is the expression of the interaction and connection between two people ; this relationship may be a strong connection, a weak connection, or a medium-strong relationship. There is no corresponding intersection or relationship chain between people who do not interact.

For example, our colleagues are strong connections, some of our former classmates are weak connections, and people who maintain communication relationships online may have relationships that are neither strong nor weak.

So, when we have the opportunity to connect for a certain goal, we establish a relationship chain between the two parties. The relationship chain connects many people who originally did not know each other to a common social platform; this platform has the opportunity to establish trust between the two parties and transform the relationship between the two parties from a weak connection to a strong connection.

For example, some communities will acquire more users by exchanging group members. This is to establish a relationship chain between the two parties through one person or one organization from a non-overlapping relationship chain. The premise of our active community groups must be a strong relationship chain. Only in this way will users express more opinions, produce more content, and achieve the ultimate goal in the community. Only then will the community have a long-term relationship chain and real vitality.

There is also a simple way to make the community active: everyone brings in people with strong relationships, thus creating a community with mutual relationship chains.

Because everyone has their own close communication network, we start with the people around us with strong relationship chains. When these close networks become larger and larger, combined with proper operations, our community will be a long-term source of vitality, constantly creating a lively atmosphere.

As shown in the picture below, I have a very active shopping community. Group members will actively recommend their relatives and friends to join the group. Therefore, the people in the group are all friends, colleagues, and classmates, and they communicate a lot on a daily basis. The communication between users is like family chats, without any sense of incongruity. Don’t the operators of private domain communities want to cultivate more these communities?

2. Community Champions

Supporters are the soul and pillars of a community. They can speak up and take action for the community, bring their relationships and connections to strengthen the community, and enable the community to maintain good interactions in a positive atmosphere, allowing more users to increase their trust in the community.

Without these supporters, who are either die-hard fans with close to zero interactions or opponents who make negative comments, it will become increasingly difficult to operate our community.

Just like when Pinduoduo first started to grow through relationship chains, users who bargained not only wanted to get a bargain themselves, but also wanted their relatives and friends to get a bargain as well. Therefore, after they got a bargain themselves, they would actively recommend this platform to their friends.

The same is true for the growth of the community's relationship chain. After supporters gain a sense of identity, presence, and trust through the community operation mechanism, the community is no longer just a place that can meet his needs alone. He also wants other friends to join the community. The relationship network built in this way for users will definitely be long-lasting. Users will also take the initiative to support, maintain, and improve the community.

In the community I belong to, there are several such community advocates who will take the initiative to introduce their friends to join the community.

3. High-frequency positive feedback

When we communicate in a real environment, don’t we also particularly hope to receive some positive feedback? These positive feedbacks will make us more trustful of the interactive environment and will also make us lower our guard against the environment and engage in interaction.

High-frequency positive feedback will surround community users in a positive communication atmosphere, making them more willing to believe that their choices are correct and that their investments will be rewarded.

Therefore, positive feedback will encourage more community users to gain confidence, and users who gain confidence will tend to give and interact, and such a positive cycle will also generate more positive feedback, and our community environment will become more and more active.

Just like the users below, they will actively provide positive feedback, and some even use their own personal experiences to tell other people in the community to increase the credibility and authenticity of the feedback.

4. Cultivate the habit of users raising demands

When our users trust the community, they will take the initiative to express their needs or look for matching resources, and this is the beginning of community operation.

Cultivating the habit of users actively raising demands is a reflection of the upgrade of interaction.

Users interact, share, and refer others based on their trust in the community, and their proactive expression of demands reflects the important position of the community in their hearts. Because he believes that the community can help him solve problems quickly, and he found in previous interactions and communication feedback that the community can save him the process of information screening and help him improve efficiency in certain aspects.

When the community operator begins to quickly and accurately find the needs of the first user, other users will also be able to feel the power of the community and the efficiency of the operator, and this precisely reflects the operator's ability to continuously iterate.

When the operator meets the needs of the first user and the user provides positive feedback, more users will then join in the interaction, and this process is the process of achieving the community's goals.

5. Timely response and efficient solution provision

When users actively raise demands, what community operators need to do is to respond promptly and provide solutions efficiently.

When a user receives good service from you, he will refer others or convert it into positive feedback, and the community will be able to solve the problem for this user and bring positive feedback to the community. At the same time, other users of the community will also be infected by the community operator's problem-solving ability and good service, and thus join more in community interactions.

Of course, if we cannot provide a suitable solution, we will need other solutions to make users accept this solution without affecting their psychological impression of the community function.

Author: Jinglin Charlott

Source: Jinglin Charlotte