Course Curriculum

The Essentials of Online Community Management

6sections
34lectures
56mtotal

What you’ll learn

  • What an online community means

  • What a community manager does

  • What the community life cycle is

  • What the member lifecycle is

  • What the difference between topic and relationship communities is

  • What a community mission, goals and antagonist are

  • What extrinsic and intrinsic motivators are

  • What the sense of belonging is

  • What the three key components of a community are

  • How to define a mission of a community

  • Who an antagonist of a community is and why you might need to know about it

  • What role software plays in a community

  • What to pay attention to when selecting a software platform for a community

  • Why a community needs a help center

  • What to pay attention to when writing a help center article

  • What help center articles one needs to prepare before opening a community to the public

01

Introduction

1 lecture • 4min

  • Introduction

    Learn practical techniques to launch and grow online communities by understanding community as a product—mission, tools, norms—and strategies to build belonging, motivate participants, and reach critical mass.

    4:29
02

The Essential Terms and Definitions

11 lectures • 19min

  • What does community mean?

    Define an online community as people connected by a goal who interact in the same environment through two-way communication, unlike an audience where activation creates value through user participation.

    2:02

  • What does a community manager do?

    The community manager guides activities to make a community work efficiently, adapting tasks to the stage defined by active users. Onboarding new members, moderating, and scaling with subcommunities and volunteers.

    1:49

  • Three skills that any community manager should master

    Master relationship building, communication, and managing conflicts to mobilize users and colleagues, foster engagement through storytelling and dialogue, and resolve drama to maximize community satisfaction.

    2:20

  • Community life cycle

    Explore the community life cycle from inception to active growth and maternity, detailing user interactions, role formation, expanding connections, and the emergence of subgroups or a plateau.

    1:20

  • User life cycle

    Explore the five stages of the user life cycle in online communities—peripheral users, inbound users, insider users, boundary users, and outbound users—and how users transition between stages.

    0:57

  • Interim Summary

    Learn how to grow an online community by guiding users through lifecycle stages, increasing engagement through intrinsic motivation and a sense of belonging.

    1:03

  • Primary types of online communities

    Explore topic based and relationship based online communities, driven by topic interest or existing members. See how the primary unifying force shapes member expectations and management, illustrated by Stack Overflow.

    3:08

  • Extrinsic and intrinsic motivation

    Explore intrinsic and extrinsic motivation in online communities, noting that extrinsic incentives only supplement participation, while intrinsic motivation (autonomy, competence, and social connection) fuels lasting engagement.

    3:05

  • Sense of belonging

    Fosters sense of belonging through positive interactions, trust, and respectful care, linking user engagement progression to felt connection and role satisfaction within the community.

    0:59

  • Interim summary

    Explore how online communities form around a shared goal or interest and how managers organize activities to boost belonging and engagement at development stages, driven by intrinsic and extrinsic motivation.

    1:32

  • Efficient online communities are meritocracies

    Define meritocracy as organizing a group where social rank depends on work performed. Emphasize clear universal rules and open participation to build high value, large, active communities.

    0:58

  • The Essential Terms and Definitions: Quiz

    Activity
03

Community As A Product: The Mission

5 lectures • 9min

  • Community as a product

    Frame the online community as a product with a clear mission, the right tools, and social norms. Maximize belonging, unity, and idea sharing to deliver value and achieve the mission.

    2:17

  • Defining the mission of a community

    Define the mission of your community by articulating a problem that only collective action can solve and a solution you will implement together on your platform, the community’s value proposition.

    2:14

  • Attainable and unattainable missions

    Explore attainable and unattainable missions and how they shape online communities and their lasting relevance. Craft a mission narrative, pitch it to potential users, and validate the idea before building.

    1:33

  • The antagonist: Define who you are not

    Define your community by what it is not, using an antagonist project to clarify the mission and attract like minded collaborators, as StackOverflow did against Experts-exchange.

    1:50

  • Interim summary

    Revisit community as a product by focusing on the mission, the tools, and the norms, defining the mission as the proposed solution and clarifying who the community is.

    0:36

  • Community as a product: Mission. Quiz

    Activity
04

Community As A Product: Social Software

10 lectures • 11min

  • Social software

    Explore how social software enables online communities to achieve their mission with tools for action, coordinate collective effort, and create and maintain groups, while connecting and engaging members.

    2:19

  • The three places

    Identify the three places—the main site, the meta discussions site, and the off-topic conversations site—and show how linking accounts across platforms fosters growth and user socialization.

    1:46

  • The number of customizable parameters

    Define online communities as groups sharing a goal and environment, and explain three core components: mission, tools, and norms, how culture shapes them, and how social software lowers coordination costs.

    1:47

  • Moderation tools

    Develop skills to moderate content according to community standards and to manage relationships, separating content moderation from relationship moderation, using tools that balance access with trust, empathy, and conflict resolution.

    1:25

  • Creating subcommunities

    Split a large online community into isolated subcommunities and grow each independently, using platform features for isolated spaces that connect subgroups into a single whole. Customize subcommunities to boost growth.

    0:43

  • Community roles

    Create dedicated roles with special social status to reward volunteers and boost voluntary contributions, and expand role variety to increase active participation in growing the community.

    0:29

  • Digital awards for volunteers

    Reward volunteers for short-term contributions with visible digital awards tied to specific initiatives, distinguishing participants and encouraging ongoing engagement through highly customizable digital awards.

    0:44

  • Accessing the data using SQL

    Access community data by running sql queries and downloading results for analysis to improve the quality of your decisions.

    0:23

  • Backups and data dumps

    Protect your community by downloading the full data dump, recreating the community on a new platform, and guarding against technical glitches and data loss with a data backup.

    0:32

  • Interim summary

    Software alone won’t ensure success; choose social software that defines actions, enables groups and coordination, supports main site, meta, off-topic spaces, and offers subcommunities, volunteer roles, and SQL access.

    1:09

  • Community As a Product: Software. Quiz

    Activity
05

Community As A Product: Social Norms

6 lectures • 9min

  • The culture

    Culture in a community comprises beliefs, values, and norms passed through interactions and storytelling, with mission and tools yielding different cultures; the help center defines on-topic scope and required kindness.

    2:13

  • On-topic policy

    Define the on topic article expectations for the platform by detailing criteria and examples, so readers can draw a clear line between what is allowed and what is not.

    0:32

  • Be-nice policy

    Explore the be-nice policy to inspire a caring, respectful online community. Highlight positive behaviors like assuming good intentions and friendliness, while noting rudeness and harassment as unacceptable.

    1:40

  • Nuances to pay attention to

    Discover practical guidelines for crafting help center articles in online communities, focusing on user success, clear rules, and a respectful culture without penalties.

    1:53

  • Manifesto and core values

    Add two help center pages for a manifesto and core values that define the community's cultural identity and help keep conversations on topic toward the mission.

    1:19

  • Interim summary

    Learn how online community culture—beliefs, values, and norms—transmits through interactions, stories, and rule discussions, and how two help center articles establish topics and expected behavior before opening to everyone.

    1:03

  • Community As a Product: Social Norms. Quiz

    Activity
06

Final Overview

1 lecture • 3min

  • Final overview

    Explore how online communities are defined by a mission, tools, and norms, and learn to launch, grow, and manage them to foster belonging, culture, and collaborative problem solving.

    3:25