Liz Strauss at Successful Blog

Thinking, writing, business ideas … You’re only a stranger once.

January 4, 2010

The Only Way to Attract a Vibrant, High-Trust Community

ME Liz Strauss wrote this at 8:45 am

Last summer at AdTech, a VP at huge corporate brand extended her arms completely — way out in front her — and used her hands to gesture as she said something close to this about her goal for building a community:

I want to build a community in which peers are talking to peers openly.

I’m sure she didn’t mean it the way it looked … Her hands were so far away from her. — or sounded … peers talking to peers?

cooltext443809437_relationships

I couldn’t help thinking … Where will YOU be? Studying me? Is that what you think of me? I’m not a peer. I’m a person. I only do well in places where people “get” me.

Users. Consumers. Buyers. Customers. Leads. Eyeballs. Peers. Those are faceless, flattening labels. They come from the time of one-size-fits-all.

People are individual human beings complete with aspirations, intentions, ideas, opinions, habits, behaviors, thoughts, and emotions.

Which community would you join?

More Communities and More Time for Them

Online social communities aren’t a new thing. People have been linking and sharing via blogs since the 20th century. Organized social networking sites, such as Twitter, Facebook, MySpace, and LinkedIn have become a part of our lives.

Our communities are becoming more about communicating and being creative about what interests us. It’s all about making it relevant to the people we want to attract. As this Pew Internet Slideshare describes …

Social Media – Making it Business Relevant
View more presentations from Pew Research Center’s Internet & American Life Project.


We’re participating more. We’re spending more time in communities. We’re building more of them. How do attract people to the communities we’re building that are perfect for them?

The Only Way to Attract a Vibrant, High-Trust Community

Just as a building is not a business, a community is not a collection of profiles or a url. People won’t visit our community because it’s pretty. People will come because it offers them something they value.

From two people to more than plenty, a community is a social structure that shares personal values, cultural values, business goals, attitudes, or a world view. What binds it is a culture of social rules and group dynamics that identify members. In the most concise terms, an online social community is a group of like-minded individuals connected by relevant interactions and protected by a high-trust environment.

A high-trust community is an agreement, a pact or contract, like love or friendship. We can’t order, build, or wish our way to one. What we can do is attract people who want to join what we’re doing. The only way to do that is clear passionate commitment, obvious generosity, trustworthiness, and a touch of intentional serendipity … which looks something like this.

  1. Be a person (or people) who likes people. People work with, talk with, and relate to other people not a business.
  2. Articulate a clear and passionate vision worth investing in. Live your commitment. Get your hands dirty.
  3. Seek out people who would love what you’re doing. Find them where they are already gathering and talking. Join THEIR conversations. Get to know them.
  4. Be a beginner, but keep the vision. Learn from everyone who’s been anywhere near where you’re going. Learn to sort wrong from unexpected or different. Ideas that jar you could be the best ones.
  5. Invite everyone who “gets” the vision to help build this new thing. Look for ways to include their skills and their passions.
  6. Keep participation efficient and easy. Curb the urge to add cool things that get in the way of conversation and sharing.
  7. Let trust sort things. Model the standards of behavior. Keep rules to a minimum.
  8. Be visible authenticity. Lean toward full disclosure, but avoid over-exposure. Most of us look better with our clothes on.
  9. Protect everyone’s investment. Forgive mistakes. Ignore little missteps. Eradicate what is destructive. Know the difference by holding thing up to trust, values, and the community vision.
  10. Stop doing what isn’t working. Be lethal about keeping things easy, efficient, and meaningful.
  11. Promote your members … and honor your competition! Secure communities need both to thrive and get new ideas.
  12. Encourage mutation. Let the environment change to meet the changing needs of the people it serves.
  13. Celebrate contagion. Make it heroic to share what’s going on!
  14. Be grateful and always about the people. The community wouldn’t be a community without them.

An online community isn’t built or befriended, it’s connected by offering and accepting. Community is affinity, identity, and kinship that make room for ideas, thoughts, and solutions. –What Is a Social Community?

We create vibrant, high trust community by letting other folks raise the barn with us, by being their first offering trust and a passionate vision, and valuing the trust and energy they give us.

What attracts you to a community? What keeps you coming back again?

-ME “Liz” Strauss
Work with Liz on your business!!

Buy the ebook. Learn the art of online conversation.

I’m a proud affiliate of

Teaching Sells





Filed under Comments, Community, Design, Inside-Out Thinking, Liz Talks Corporate, Marketing, One Way to CC It, SEO, Successful Blog, Tech/Stats, Tools |




C'mon. Let's talk!

35 Comments to “The Only Way to Attract a Vibrant, High-Trust Community”

  1. January 4th, 2010 at 10:06 am
    Ben Curnett said

    helluva list, there. #12’s got to be the hardest for folks. Mutation = change, and people don’t like change.

    Plus, you’ve got to be judicious about which changes are good. The crowd isn’t always right.

    But it is sometimes. That’s why deciding can be so tough; you’ve got to know the difference.

    Thanks for another thoughtful post, Liz.

  2. January 4th, 2010 at 10:23 am
    ME Liz Strauss said

    Hi Ben!
    Being able to be personally invested but not take things personally is a hard part of letting things grow. I find if I walk around for a day or two the emotional falls away and I have a clearer idea of what will work and what won’t. You’re right though, a lot comes down to the flexibility and generosity already in the vision.

    You make such insightful observations. :)

  3. January 4th, 2010 at 10:36 am
    Robyn McMaster said

    Liz, you hit the mark on this post. I come to your site because you are genuine. You have reached out to me in several posts and I have highlighted you, too. I value your insights. They are worth coming here to read since I want to keep growing as a blogger. Thanks so much.

  4. January 4th, 2010 at 10:39 am
    Becky Cortino said

    Great, insight-filled list, Liz :)

    Agree #12 is personally challenging to many. Important ‘vision’ is kept…

    #10 Resonates with me. “Lethal” - I like that!

  5. January 4th, 2010 at 10:40 am
    Melissa Pierce said

    Liz, I like waking up and reading your blog. grounding stuff. Thanks.

  6. January 4th, 2010 at 10:41 am
    Adrian Dayton said

    Liz,

    Great post to kick off the new year. I love your opening, business leaders talk about “community” as if it were some type of amorphous entity. You are right on with your advice. Your insights provide some great leadership to new entrants and old alike- here’s to a great 2010!

    Adrian @adriandayton

  7. January 4th, 2010 at 10:44 am
    ME Liz Strauss said

    Robyn,
    I learn from you too, because you reach back with what you know. It’s generous situation. We both get the value of the relationship! I feel lucky to know you. :) Can’t remember when you were ever a stranger.

  8. January 4th, 2010 at 10:45 am
    ME Liz Strauss said

    Hi Becky!
    “Lethal” right … I need to use that word so that I don’t falter and let destructive things get room to grow. heh heh

  9. January 4th, 2010 at 10:46 am
    ME Liz Strauss said

    Melissa,
    It’s awesome to think that you do that.
    Thank you for leaving that comment. :)

  10. January 4th, 2010 at 10:48 am
    ME Liz Strauss said

    Hi Adrian,
    I suppose years of corporate training to “leave your personal stuff at the door” has made this sort of view … It’s all I can figure. But as long as business keep that arms-length relationship with customers, customers with return the favor.

    I’m a person, not a point of data. :)

  11. January 4th, 2010 at 10:57 am
    Linda Schlensker said

    In answer to your question: The communities I am most attracted to are the ones that allow me to feel safe and valued. I want to be able to give to and take from from the relationship. I read a number of blogs, books and gather information as I need it. But I am not going to participate in a community until I feel like I have something to offer. And that might be a dumb question. How I am received determines whether or not I come back.

  12. January 4th, 2010 at 10:59 am
    The Baum Group/Dr. Rae and Associates said

    count us in Liz :)

  13. January 4th, 2010 at 11:09 am
    Alasdair Munn said

    I believe in what you have said above. Especially the sociological angle. It is how I try to conduct myself.
    I have noticed however that there is a new breed of online networker. (Yes I know we are still young and this sounds ridiculous) For a while I looked at them as overeager participants, new and still learning the rules. I realise that I was being slightly arrogant, and closed to understanding other peoples objectives, opinions, desires and learning styles; something that I have always strived to avoid doing.
    Some people are happy to play the numbers game, it is in their make-up, they are after the 5% response rate. In some circles it is perfectly acceptable. Take the example of automated DM’s, horrible, yet people still carry on with them. Why? I guess they don’t agree, and it must work for them or they wouldn’t keep on doing it.
    Liz I am with you 100% on a personal level. I know you are making sense. I talk about similar things and include them in my own best practices. I am though, finding I have to be more open to alternative ways of doing things as, in certain circumstances, that is what is expected, or works.

  14. January 4th, 2010 at 11:16 am
    Melissa Pierce said

    Liz - when I remember to check your blog in the AM, I do it. Today, I did it, and you know what. It WAS a GOOD THING.

  15. January 4th, 2010 at 2:59 pm
    Dave Doolin said

    “#8 Be visible authenticity. Lean toward full disclosure, but avoid over-exposure. Most of us look better with our clothes on.”

    Boy howdy!

    So many people mistake oversharing for intimacy, exposure for authenticity. They can’t take that stuff back. Not ever.

    A friend and I last night came to the conclusion that just because it felt good to write something doesn’t mean it was good writing. This seems to be a key mistake of the oversharers.

  16. January 4th, 2010 at 4:44 pm
    Natalie said

    This is so insightful. It’s my first time on your blog and I’m glad I found it.

    I’ve been reading a lot, observing, engaging and getting to grips with this as I build more energy and momentum for my blog and area of passion.

    Great timing.

    Thanks

    Natalie

  17. January 4th, 2010 at 6:50 pm
    ME Liz Strauss said

    Hi Linda,
    Safe and valued are so important. Those are the basis for trust. I think your standard of how you are received is well said.
    Many people feel like you do. But I don’t think most folks can explain why they do what they so well.

    Thank you for taking the time to write that. :)

  18. January 4th, 2010 at 6:51 pm
    ME Liz Strauss said

    The Baum Group is always IN as far as I’m concerned. Heh heh

  19. January 4th, 2010 at 6:54 pm
    ME Liz Strauss said

    Hi Aladair,
    I hear what you’re saying about differences in “culture.” I think eventually the social space will become neighborhoods where like-minded folks will be. Some folks thrive on conflict. Some folks avoid it at any cost. Such sub-cultures will find their own space where they feel comfortable and appreciated. That’s my prediction for it all.

    For me, keeping my thoughts on the other people is the only way that works out well. Whenever I look other places, I step wrong. So this is the truth I know.

  20. January 4th, 2010 at 6:56 pm
    ME Liz Strauss said

    Melissa Pierce,
    You are the good in that good thing. :)

  21. January 4th, 2010 at 7:08 pm
    ME Liz Strauss said

    Hi Dave!
    You’ve said something really important there. It’s true about talking too. :)

  22. January 4th, 2010 at 7:10 pm
    ME Liz Strauss said

    Welcome Natalie!
    Glad you found what you needed just when you needed it. That’s very cool!
    Hope you’ll stick around for a while and see what else is hiding here.

    You’re not a stranger anymore. :)

  23. January 4th, 2010 at 8:23 pm
    Andrew @ WeBuildYourBlog.com said

    I certainly agree with you that people are individual human beings and each can’t go on pleasing everybody. As the saying goes, Birds of the same feather flock together.

  24. January 4th, 2010 at 11:53 pm
    Tim Bursch said

    Liz,
    More than enough reasons I keep coming back here. For me it is knowing others and being known. REALLY known. That takes time, listening, sometimes conflict, and trust.
    I appreciate your distinction on the word building. Sounds like a construction project. Maybe formed is better.

  25. January 5th, 2010 at 6:09 am
    Are You Calling Your Preacher Fat? | Jonathan Fields said

    [...] want to subscribe to the RSS feed for updates on this topic.Powered by WP Greet BoxThe other day, Liz Strauss wrote a great post about building vibrant communities. In it she recounted how a speaker who was a VP at a big corporate brand offered the following to [...]

  26. January 5th, 2010 at 11:11 am
    ME Liz Strauss said

    Hi Andrew!
    Keeping to a true vision of who we are is the best bet we have. :)

  27. January 5th, 2010 at 7:02 pm
    ME Liz Strauss said

    Hi Tim,
    We can build a community together, like folks raise a barn. No problem with building … together. What’s not working is when others think that it happens that you build something then attract people to that something. No. People are attracted to what you said … knowing each other and feeling known.

    Beautiful really how you put that.

  28. January 6th, 2010 at 4:54 pm
    Jeanne Demers said

    Gosh, is this terrific! Printing it out and tacking it up in front of my desk. As lists go, this list ROCKS. Also love all the comments. Wonderful community that’s ‘formed’ here!
    Thank you, Liz :)

  29. January 6th, 2010 at 5:40 pm
    Tim Woods said

    Thanks for sharing these insights. I love what you are saying here. I think that the best way to build community is by being generous. Part of the challenge with building authentic online communities: divided motives. In real life it’s easy to make a simple, generous gesture and show people you’re behind them, but online it’s hard to convince people you’re really doing it for them — rather than for ad revenue or whatever. Thanks for keeping it real.

  30. January 7th, 2010 at 7:28 am
    ME Liz Strauss said

    Hi Jeanne,
    Thank you for that vote of approval! This post was a work of love and sweat. I’m thrilled that you find it so useful!

  31. January 7th, 2010 at 7:34 am
    ME Liz Strauss said

    Hi Tim!
    Generosity goes a long way in making a high trust environment. I so agree with you on that. And in many ways it gets to be contagious. People feel safe in making space for other people because they feel they have enough space to be themselves. Does it take longer online? Perhaps it does in the beginning, but once the ball starts rolling a reputation grows faster here, I think.

  32. January 7th, 2010 at 2:24 pm
    Cherry Woodburn said

    Thanks. The list is good and you know what I’m thinking about more? That the word peer bothered you. It’s a good eye-opener for me because I wouldn’t have thought about the the way did, which is a good part of the point especially if one wants to build community.

  33. January 24th, 2010 at 3:34 pm
    Valentina said

    Hi Liz,

    First time here - came via Dave Doolin’s Website in a Weekend.

    Very interesting and insightful - and I like the way you write.

    Going through the list I like #4 - probably because that is where I am now: a beginner albeit a seasoned one! On that note, I think I’ll be a beginner for some time because the more I learn, the more I learn how much more there is to learn………

    best………..valentina

  34. January 24th, 2010 at 4:41 pm
    ME Liz Strauss said

    Hi Valentina!
    Keep that beginner’s mind. It’s attractive and useful. We all learn better when we’re open to learning. I try to keep mine. :)

  35. January 25th, 2010 at 9:54 pm
    Saturday Morning Surfing - Oversharing is not intimacy | Website In A Weekend said

    [...] Strauss over at Successful and Outstanding Bloggers gives us The Only Way to Attract a Vibrant, High-Trust Community, with 14 points integral to [...]

Name (required)

Email (required)

Website

C'mon Let's Talk!