Great engagement starts with a well-crafted Shared Purpose
Shared Purpose is the compelling vision for what the organization and the community both have a vested interest in addressing. It communicates the mission and overall goals of the community. A well-crafted shared purpose is inspiring and exciting. It communicates the motivation for coming together and acts a community mission statement.
Shared Purpose is not enough
Strategic
Engagement
FAQs
How can I create a compelling engagement strategy?
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How can I measure strategic engagement?
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How can I calculate the ROI of my online community program?
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If there is a compelling and exciting shared purpose, people will come but they are unlikely to stay unless there is a way to constructively address it. This is why Shared Value is critical. It provides specifics about what the organization/sponsor and the community do together to address the shared purpose that they could not do on their own. Shared Value is the tangible output of engagement that provides the motivation to stay engaged.
Together, Shared Value and Shared Purpose create a new behavior paradigm that benefits both the organization and the individual. Each contributes and gains value from the engagement. Cumulatively, the power of communities ensures that each participant receives more value than they contribute, creating a virtuous feedback loop that strengthens the community and enhances its value.
What you can do:
Learn
This resource bundle from TheCR Library contains 26 exclusive assets to help you improve your online engagement, including case studies, research reports and more.
Connect
TheCR Network is an unparalleled resource comprised of an online peer community, access to hundreds of case studies, research reports, resource bundles, and weekly live programming.
Engage
Our advisory teams helps global organizations to improve their online engagement through tactical training, project-based support and more. Learn how you can achieve your goals.
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Additional Reading:
4 Ways Engagement Benefits Communities
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Ashleigh Brookshaw and Meghan Bates on Change Management
Ashleigh Brookshaw and Meghan Bates share best practices on Change Management using online communities in this short podcast.
Four Ways Online Engagement Impacts Members
All engagement is not the same…and different engagement behaviors generate different outcomes. Engagement is challenging to measure because engagement is not a single action, but a range of behaviors. Without getting more specific about what kind of engagement is meaningful – and what is meaningful changes based on the objective of your community initiative – […]
Scale yourself as a community manager to take community to new heights
By Ted McEnroe, Director of Research and Training, The Community Roundtable Have you ever met a successful community manager who says they wish they had more to do? Me neither. Community managers wear multiple hats, work with myriad stakeholders and are expected to understand everything from business models to technical support – often working alone […]
Aaron Buchsbaum on the Rise of the Digital Onbudsman
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The Value of Community Management: Reviewing the SOCM 2013
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New member programs matter
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The most popular data types in the State of Community Management
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The Business Model of Engagement
By Rachel Happe, Principal/Co-Founder, The Community Roundtable Engagement is a hot topic. For those of you who have heard me speak, you know I don’t think all engagement is created equally and I think there is far too little focus put on the purpose behind the engagement. You can have high engagement and very little […]
