The Expansive World of Community Building: Beyond Nonprofits

In 2017, when I was interviewing for a Community Manager role at 91Springboard , I encountered the job title "Community Manager" for the first time. Up until that point, I had associated the term "community" with nonprofit organizations, imagining it as a role confined to charity work, volunteer management, or grassroots activism. However, this experience was a pivotal moment for me as it unveiled a world where community building extends far beyond the boundaries of nonprofits—into every industry, field, and sector, regardless of its size.

The Origins of Community Building

The term "community building" itself gained prominence in the mid-20th century, particularly within the field of urban development. Urban planners like Jane Jacobs advocated for the creation of spaces that fostered community interaction, arguing that vibrant, healthy communities were key to successful cities. Over time, this idea extended beyond physical spaces to include virtual communities and brand-centered groups.

1. Digital Communities: The rise of the internet in the late 20th century revolutionized community building. Online forums, chat rooms, and eventually social media platforms like Facebook and Reddit created new ways for people to connect, regardless of physical location.
2. Economic Impact: Research has shown that strong communities can have a positive economic impact. For instance, 86% of companies with branded online communities report a positive impact on business objectives, with some seeing a 19% increase in sales.
3. Psychological Benefits: Furthermore, Harvard Health research shows that people with strong social connections have a 50% increased chance of longevity, highlighting the profound psychological benefits of belonging to a community.

What is Community Management?

Community management is the art and science of fostering relationships among a group of people who share common interests, goals, or values. It involves nurturing connections, encouraging engagement, and creating spaces where individuals feel a sense of belonging. The role of a Community Manager is to serve as a bridge between an organization and its audience, facilitating dialogue, addressing concerns, and ensuring that the community thrives.

This role isn't limited to any one sector. Whether it's tech startups, real estate, education, or retail, the essence of community management remains the same: building and maintaining a vibrant, engaged, and loyal group of people who are connected to each other and the brand.

The Evolution of Community Management

Initially, community management was primarily associated with nonprofit organizations where the focus was on mobilizing volunteers, organizing events, and driving social change. However, as the digital landscape evolved, businesses began to recognize the power of communities in driving brand loyalty, customer retention, and even product development.

Today, community management has become a critical function in almost every industry. For instance, in the tech world, companies like 苹果 , 微软 , and 谷歌 have built massive communities of developers, users, and enthusiasts who contribute to the growth and success of their ecosystems. Similarly, brands like 耐克 have created communities centered around fitness, lifestyle, and empowerment, fostering a deep connection with their audience.

Examples of Successful Communities

1. 苹果 's Developer Community: Apple's Worldwide Developers Conference (WWDC) is a prime example of how the brand has cultivated a thriving community of developers who are passionate about creating apps for its ecosystem. The sense of belonging and the shared mission of innovation keep this community strong.
2. 91Springboard : As a coworking space provider, 91springboard has successfully built a community of entrepreneurs, freelancers, and startups. They offer not just physical space but also a platform for networking, collaboration, and growth, making them a hub for innovation.
3. Patagonia : This outdoor clothing brand has built a community around environmental activism. Patagonia’s community is not just about selling products but also about advocating for the planet. They’ve created a movement that resonates with like-minded individuals, strengthening their brand loyalty.
4. Reddit, Inc. : Known as "The Front Page of the Internet," Reddit is a vast collection of communities, each focused on a specific topic, interest, or niche. It's a testament to the power of community-led content, where users create, share, and engage with content that matters to them.

The Impact of Community Management

Effective community management can lead to numerous benefits for an organization, including increased customer loyalty, higher engagement rates, and valuable feedback for product development. It also provides a sense of belonging to members, which can be incredibly powerful in today's digital age where people seek connections beyond physical spaces.

Community management is not just a job; it's a mindset. It's about understanding people, fostering relationships, and creating environments where individuals feel valued and heard. As industries continue to evolve, the importance of community will only grow, making community management an essential skill for the future.

Conclusion

My journey into community management began with a single interview that opened my eyes to the vast potential of this role. It’s not just about managing groups of people; it’s about building something that lasts, something that people want to be a part of. Whether you’re in tech, fashion, education, or any other field, community building is key to creating lasting impact and fostering a loyal, engaged audience.

Community management is, at its core, about people. And in every industry, it’s the people who make all the difference.