4 key points for high-quality community operations!

If you are interested in community operations , please read on.

To understand this problem, we should first define what kind of WeChat group is a high-quality WeChat group.

I think a WeChat group that meets the following requirements can be called a high-quality WeChat group.

1. Shared Values

First of all, people who enter this group must have a certain consensus on values. For example, we are all operators. Or maybe we are all tea lovers. Or maybe we are all from the same community. A group can only be formed based on a certain consensus. This value consensus is something you, as the operator and initiator of this group, need to consider when establishing and supporting the group. This is used as a general criterion for attracting and screening members.

Remember: none of your viewpoints or conditions can satisfy everyone. So don't let anyone in just to increase the number of group members blindly. This will only make your group die faster.

2. Group members can get the value they want

Every member of every group has something he or she hopes to get from the group.

Here are some examples:

1. Community Group

Group members want to get some information about the community.

The community group is discussing the epidemic

2. Fruit Group

Group members hope to get a fruit price that satisfies them.

3. Study Group

Group members hope to obtain relevant learning materials. Or space for mutual discussion.

Share tea knowledge in the tea group

These things seem like the natural thing to do. But many times people ignore these most basic things while doing it. The fruits in the fruit group are no longer on sale. The learning content in the study group is not very rich or high-quality. These things may not bring you any outstanding performance even if you do them, but if you can't even do them well, then your WeChat group will die.

3. Have a strong emotional connection

After ensuring the basic value of the group, it is necessary to establish emotional connections between group members. Humans are social animals and need to realize their own value through constant communication. If your group only provides basic functions, users will get what they want and leave. There has been no need to gain value from this group for a while, and it is possible that the group has been deleted. Therefore, in order to ensure the long-term activity of the group, it is necessary to establish an emotional connection. And it is built around corresponding group values.

After establishing an emotional connection, people may change from simply getting what they want to chatting with other group members. This will turn it into a vibrant group.

Take my own tea WeChat group as an example: there are several tea friends in this group who talk frequently, and we often exchange some tea knowledge in the group. After chatting more, I naturally became familiar with these tea friends. It is precisely because of this emotional connection that this group has such warmth.

4. Decentralization of WeChat Groups

The emotional links mentioned above are often established with one or two people who are often active in the group as nodes. Other group members established emotional connections with these few nodes. (These people can also be called KOLs in the group. Think carefully about whether there are one or two people who speak frequently in your community.)

But there is a problem at this time: what if one or two key nodes are not speaking in the group? This is equivalent to other people losing their emotional connection in this group. This group will lose its vitality in an instant.

So we need to create more such emotional node characters. When two nodes are absent, there are still people chatting and discussing in the group. This is the decentralization of WeChat groups.

To sum up, I believe that only a WeChat group that meets the above requirements can be considered a truly high-quality WeChat group.

So how can we operate such a high-quality WeChat group?

Here are some key steps and methods. Just follow this execution

1. Creation and initialization

The most important thing in establishing a WeChat group is to choose a good theme. The existence of this topic will also give the content of the chat in this group a focus. This can be expanded upon. And a good group name will also give users a special feeling. For example, you can experience the difference between the following “Sina Employee Communication Group” and “Once you enter Sina, it’s like being in a deep ocean, and moral integrity is nothing more than a passerby from now on.”

Remember: adding some humorous elements to your group can often make people feel closer and more approachable.

2. Establish the value of WeChat groups

Many people just want to take a look when they first join a WeChat group. At this time, they did not have any sense of belonging and were just watching the group with a mentality of watching the fun. Can users truly trust this group and feel a sense of belonging? It depends on what kind of value this group can bring to group members. At this time, providing value that exceeds users' expectations can often help them build this trust quickly.

For example:

• They thought that this group was just for operators to communicate with each other, but after entering, they found that some experts were sharing some very useful knowledge in it.
• They thought that this group was just for selling fruits, but after joining, they found that not only fruits were sold, but there was also frequent sharing of fruit knowledge or comparison of fruit prices on various platforms, etc.

To put it bluntly, it is a process that allows users to go from "uncertain about what they can get" to "certain about what they can get" in this group.

Through this process, users can develop trust in the group. Once you have trust, you will slowly start talking and complaining here. An emotional connection can then be gradually established.

Of course, one thing you need to pay attention to is that once you have trust, group members will have expectations of you. If their expectations continue to be unmet, they will become disappointed, quit the group, or even spread negative information about you.

3. Decentralization of WeChat groups

After the second step is completed, the group is still centered around a few people such as the group owner and administrators. Such a group is very fragile. Once the group owner is overwhelmed and does not have enough energy to take care of the group, or some active users leave, the group is likely to become a dead group.

To solve this problem, we need to create enough central nodes in the group. Turn a highly centralized network into a multi-centered or even decentralized network. This ensures that when some frequently active users in the group leave, the group can still be kept active.

A bit crude, but that's the meaning.

The usual way to decentralize is to boldly give group members enough opportunities to perform, and to actively encourage group members to express their opinions and share their knowledge under certain rules. Constantly discover and establish their “god” image within the group.

4. Offline communication

When a WeChat group completes the above three steps, it has become a relatively active online WeChat group. At this time, it is necessary to promote offline communication. "It's better to meet in person than to chat a hundred sentences online." It would be best to hold offline exchange meetings regularly afterwards.

Generally, the theme of such offline exchanges needs to be determined in advance. Otherwise, it would be very awkward for everyone to just stare at each other.

There are two commonly used methods:

(1) You can make some of the content you plan to share in the group into a PPT and explain it to everyone offline.

Offline teaching format

(2) You can also collect some of everyone’s questions and discuss them offline in the form of a roundtable discussion, or you can answer them online.

If you do these things well, you can have your own high-quality WeChat group.

Author: Lee Yasaki

Source: Li Baqi