Emoderation paper considers communities of purpose

The 'Communities of Purpose' whitepaper from Emoderation has suggested that brands must create communities that engage as well as inform.

The paper details how best a 'community of purpose' can be managed to maximise the engagement and support that these communities can offer their members.

'Communities of Purpose' focuses on interactive online communities with a clear goal.

Brands and not-for-profit organisations can establish these 'communities of purpose' to act as a focal point for members to meet, contribute content and provide mutual support as they try to reach their shared goals.

The paper - co-authored by Tamara Littleton, chief executive officer, and Ashley Cooksley, head of community at Emoderation - gathers the thinking from highly respected voices in community management to provide clear, practical advice to those thinking about establishing a community of purpose.

Organisations should create the 'burning imperative' - the community has to have a strong goal for people to join and continue to be active members.

Companies should also add value, so their community offers something that members cannot get elsewhere, and also stay relevant - the community will lack credibility if there is a clear disconnect between the community purpose and the brand.

Goal-focused communities are mainly transitional; a member - or the whole community - meets their personal goals and so they move on, or the community as a whole comes to an end.

It is essential for organisations to have a clear exit strategy before launch.

Organisations must also keep members motivated by setting goalposts.

It is not unusual for community members to wax and wane in their interest and involvement in the community.

Companies can motivate members by setting goals and promoting feelings of achievement.

Set clear guidelines - these should be the mission statement of the community, and provide the structure for community management decisions.

A free copy of 'Communities of Purpose' can be obtained from the Emoderation website.

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