It’s not only possible for communities to have a clear vision and purpose which drives them forward—it’s basically essential. Without a clear purpose, your community will always struggle to grow organically and attract the right people. And if your community ever changes its direction or focus, that will be driven by its new purpose.

A lot of online communities invest time, money, and resources in reducing the number of “lurkers” in their midst. These parasitic members who consume what they want but never contribute in return—who needs ‘em! One survey found that 30% of online community managers consider lurkers an obstacle. But are they really? Is it possible that lurkers are actually an asset to the community, or that having too many active users would be detrimental to participation and growth? Let’s take a look.

Getting your online community off the ground and your first members through the door is an enormous milestone. Most communities collapse before this point and, if you’ve made it, you should be extremely pleased. However, the hard work is only just beginning!

When it comes to community management, finding your purpose, or increasing value for your members, we often talk about interviewing members. These interviews are such powerful sources of insight that we believe they can help you surmount virtually any challenge the community faces.