Navigating Community Platforms

How To Choose the Right Platform

Why Community Platforms (CPs) Are Important

Community platforms provide a way to bring people together around a purpose. The power of shared purpose and intent within a community is an opportunity for professional and personal growth. The world is changing and people are searching for connection. Online, inspiring communications and data management are essential for businesses and organizations to serve its members and grow. We can use technology to create a better and more fulfilling world. And in our current experience of crumbling infrastructures for political, economic and social reasons, failed systems will need to be restored and rebuilt though community action.

Community Platforms (CPs) are the new paradigm for social media and organizations, providing online communication networks and a cultural hub. They provide multiple ways to engage with and develop relationships between people inside and outside the organization, to teach courses, to develop and manage projects, to promote products and services, to create change and much more. Community Platform technology is a key tool for those purposes and an evolution of websites, by making them interactive.

Definition of Communities and Community Platforms.

Community Platforms are specialized software systems that provide a home base for members in a community group to meet one another and communicate back and forth. CPs are digital tools with many features to manage an online community and can have both private and public functions. Communities are groups of people, brought together by a common purpose or interest, to meet, build relationships, learn, or take some type of action. Communities are cultural entities that we identify with and that enable us to manifest goals and dreams. They facilitate and host relationships by sharing of knowledge, networking, creating events, and socializing. Communities are typically led by an individual manager, brand, company, or organization. There are no geographical boundaries, unless organized by location voluntarily according to interest or circumstance. There are endless types of communities based on goals, motivations, interests, shared identity, desires to bring about change, professional practice and expertise, or events.

CPs include multiple features such as email, blogs, group or topic forums, chat, live streams, and direct messaging that foster the development and maintenance of relationships through communication. Generally, at least part of the community exists before the community tool is engaged, although a few may start from scratch but then require additional outreach measures to attract potential members. People build communities using the CP as a tool to strengthen relationships and aims within that community. There are over 80 CPs available, ranging from free to various levels of paid service and functions. Websites can either be embedded within a CP using website builder features or an existing website can add CP features. Some are stand-alone platforms and others are plugins compatible with WordPress.

Program Language Terminology

§  Community = interactive online space where individuals with common interests engage with each other using communication tools to share ideas, thoughts, resources, feedback, concerns.

§  Community Managers = persons who helps build, grow and manage an organization’s online community.  They handle the communications in both directions and act as liaisons between an organization and its audience.  They monitor forums, blogs and activities and engage with the members and customers.

§  Spaces = groups and subgroups.

§  Members = participants using a platform that form relationships with each other for particular purposes or common interests.

§  Plugins = apps that can be added and interface with the base platform.

§  Custom URL= option for custom domain name.

§  White Labeling = branding tools to customize groups with widgets, logos, colors

§  Open Source = Programming code that is publicly accessible and can be modified and distributed.  Developed by communities rather than an individual author or company.

§  SSL = Secure Socket Layer; a protocol for securing communication on the Internet by encrypting data to ensure privacy.

§  API= Application Programming Interface for how two or more different programs communicate and operate together.  Open APIs are available to developers with minimal restrictions for use.

Desirable Features

A first step in choosing a communications tool is clarifying what type of engagement with people inside and outside the organization is needed to achieve its aims.  The type of services or products offered, the number of members, membership types, the size of community being targeted, the need for privacy and ownership of data, number of administrators, number of websites needed, the plan for teaching courses and sharing content, and pricing are all factors that usually go into selecting the right CP.  Free platforms such as Facebook and Slack don’t have privately owned data by the organization with more private platforms being fee based.  The communication strategies and access to tools will influence how the organization grows, makes decisions, and takes action.  The communications on a platform are more purposeful than simple posting and sharing content, so it is crucial for a clear consensus about the organization’s purpose and goals among the organizers and administrators.

Here are some of the desirable features, keeping in mind that not all CPs operate the same way and have varying capabilities.  The simpler design platforms with only basic features will be the easiest to use, but even non-IT specialists can learn to use the robust systems over time.  It may be helpful to start with platforms that are best at the organization’s primary goal, such providing online courses or supporting the membership.

·        Multiple communication channels: direct messaging, chats, forums, emails

·       Organization of data into topics and subgroups; ability to set up multiple small groups with focused communication based on topic or activity.  Members can select groups to join & see other members listed and posts

·       Integration with other platforms and linking, plugin options

·       Easy ways to share and send files

·       Live video streaming for meetings and live webinars

·       Public forums to facilitate building community, membership and education

·       A way to see up-to-date activity in the organization, who is doing what and to engage

·       Profiles of members with activity level and type, member categories, welcome, orientation and group signups for new members, email contacts

·       Educational courses platform

·       Membership websites, public websites, subgroup websites

·       Website builder plugins or options

·       Subscriptions & built-in monetization options for memberships ie with Stripe integration

·       Mobile app so can be used both desktop and smart phone

·       User friendly enough for Non-IT members

·       Basic tutorials on use of platform and host support, new member welcome & orientation

·       Event Calendar i.e. courses & podcasts

Common Disadvantages

·       Too much complexity and high IT skill level for members

·       Poor customization, design and flexibility of features

·       Requirement of all public users to download an app

·       High monthly cost or transaction fees on sales or membership charges

·       No free mobile app for android and IOS phones

·       Limitations on spaces, members, or content storage

·       Poor customer IT support

·       Complex and lengthy time to set it up initially

·       Not SEO friendly for search engines

Process (Steps) to Select a Platform

Prepwork.   Begin by considering the following questions.  Do you already have an existing community membership or is further development and expansion needed ?  How large do you want the community to be and who do you want to serve?  What are the primary and secondary purposes of the organization?  Will all the community members use the platform for free and are there paid levels?  Why will the members or the pubic want to use the platform i.e. what are the benefits?  How many websites are needed?  What is the budget?  How important is privacy?  How technical are the members and the development team?  How easy would it be to change to a different platform i.e. do you need to own the member information?

Identify member and organizational needs that can be filled by a digital platform.  How much external engagement do you need to attract people with common interests?  How do you deepen the engagement and relationships of the community members?   What type of tutorials and training do you want to provide with the platform?  How do you identify external community needs that your organization can address?  How will you identify internal problems members are having?

Research available platforms.  Research platform features on software that fits organizational budget and the number of potential members, widely available on the Internet.   Prioritize the features and make a short possible list on a spread sheet for comparisons.   

Contact vendors on short list platforms about demos and free trials.  Get a sense of customer service and technical support.  Talk to the sales team about the features and how easy they are to use.   Watch the tutorials and make assessment of how easy it will be for members to use it.   Encourage members to watch demos and take advantage of the 14-day free trials offered.  Contact the platform founder or sale manager for references to other buyers, getting samples and talking to other community managers about platforms, a good way to discover drawbacks. Platform users can be found on Facebook for the platform or CMX Facebook group to ask what they like or don’t like about a platform.  When negotiating, sometimes extra features are included.

Main Categories of Community Platforms

CP’s can be stand-alone, designed as plug-ins to websites or can be either.  The programs for many of the plug-in types require WordPress compatibility.  It makes a difference if the organization is starting from scratch or already has a satisfying website that can be expanded by adding more features.  Some are fully designed with themes and others need customization with high IT skill to set it up for your organization.  The main specialties are for online courses, membership management, brand marketing, professional networking and associations, social engagement, and all-in-ones that do everything.

Best Platforms by Category   (Learning Revolution.net)

§  Mighty Networks – All in one, inclusive

§  Tribe – Brand promotion

§  BuddyBoss – WordPress plugin

§  Circle – Easiest to use

§  Vanilla Forums – Enterprise, most comprehensive level

§  Hivebrite – Professional networks

§  Discourse – Open Source

§  Disciple – Monetizing products

§  Khoros – Analytics

§  Thinkific – Online Courses

References

1.     Carrie Melissa Jones, CMX Guide to Community Platforms,  

Email:  Carrie @ CMX.com   CMX:  Community Managers for social media, education and training.

2.     Learning Revolution, 10 Best Online Community Platforms, 

http://learningrevolution.net

3.     Gina Bianchini, Mighty Networks vs Circle, All- In- One Community Platform Comparison. 

 4. Nathalie Lussier @ Access Ally, Mighty Networks vs Circle - What’s the difference?