Building Impactful Communities
Lots of the work we do at Sounds & Strategy centres around building community and supporting others to connect in structured and organic ways. We’ve learnt a lot about how to do this effectively and how to ensure people stay active and engaged with what you’re doing, no matter the size of your community.
It’s really exciting to see musicians, labels and other organisations in music turn to community building and fan connections as a way to build and support fanbases, it feels like one of the most optimistic and exciting elements of the industry at the moment. The knock-on impacts of supporting these spaces will be huge too, from increased artist income to removing barriers to access (by listing opportunities and vacancies like we do on our Discord!) that will help the industry develop with more equality and diversity.
Here’s some things I’ve learned along the way:
Consistency. Someone once said ‘consistency is key’ and it has never been more relevant than in the context of community. The consistency of what you offer will be one of the main things that keeps people coming back to your space. When you try something new or even when you’re just setting up, it can feel pointless and disheartening when few people are interacting and showing up. Being consistent will help people easily understand what’s happening, when and why. They will come. I’m not saying don’t evaluate your offering but don’t give up quickly - keep being consistent. It’ll help if you have a strong idea of what you’re doing and why you’re doing it. Be patient.
Be welcoming. A welcome can take the form of many things; maybe an automated introductory email that helps people get to grips with what you’re doing/offering, maybe it’s in the form of a literal hello, maybe it’s an inclusion statement that helps people feel safe and seen. Whatever it is, make sure you’re really putting in the work to welcome people. The biggest drop-off you’ll see is likely to be people who join/register then disappear right away. The more people you help stay connected, the more success you’ll have. It’s a key moment in the community journey.
Benefits. It needs to be clear what the benefits of being part of your community are. You might know, and think it’s obvious to all, but not everyone will be able to see it right away, especially if they’re distracted by getting used to the user experience, finding other members etc. Spell it out, promote it. Really think about what you offer and why it’s unique. Spending time mapping this out will pay dividends and get people returning all the time.
Value. Communities have value, it’s obvious I know; but a captured audience with something that unites them, whatever it is you’re basing your community around, is enough to be extremely useful for others. Think about who might want to reach these people and why. Think about how you can add value to the community experience by reaching out to others. It’s a win-win. To start on this journey, make sure you’re taking note of the statistics, growth, how and when people connect, location of members etc. It’ll be useful to present to others.
Give back control. The best communities are not just led and run by one person, they have structure and the big decisions should involve all members. Find ways to give your community some control to ensure it’s always a space for them, rather than a space for you and your needs.
Get Feedback. All the time, wherever you can. Similar to the last point, this is a space that’s supposed to serve your community, not yourself. I’ve seen some communities launch new ideas and initiatives without consulting members and a lack of explanation, and it has been disastrous. Find out what people like about your community, find out what could be improved. Make your members part of the decision process so they feel seen and understood.
Simplicity. Probably the most important tip I have, especially for the basic level of joining, is make it simple. Make it so easy that people feel secure in joining and understand the process completely. If you can’t make it simple, then make it clear. If you feel like you’re over-explaining you're probably only just doing enough. If the joining process is too complex, if people don’t understand what to do once they’ve joined, they won’t come back.
I’m sure these tips feel straightforward, however almost everyone could do with examining their work and finding ways to work harder on these things. It’s a constant process of growing, reviewing and improving. The work doesn’t stop.
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At Sounds & Strategy we work with a number of organisations to facilitate community, build connections and streamline their communities. We also have our own Discord for music jobs and opportunities. Check it out over here. See how we could help your organisation by emailing jess@soundsandstrategy.com