So you want to build an army — a fan army. You want your fans to grow and your share of voice online to increase. Where do you even begin? Rome wasn’t built in a day, and neither is any community.
Community building is an investment. It’s geniunely a long game, so you need to understand that for yourself and any stakeholders, you will need to convince along the way.
Why
It isn’t enough to say you want a community. You need to understand why you want it to be a thing. Essentially, why will this community exist? What are your goals?
When discussing the need for community building, a primary objection is not knowing how to measure success. You need to come to the table with what you want to accomplish and how you can measure and track your progress towards those goals.
It can be referrals, an increase in brand mentions, increased positive sentiment, website traffic, or any other goals you are looking at for your brand. Like with any initiative or campaign, you need to identify your goals, KPIs, and milestones.
Once you have a list of these goals, KPIs, and milestones, you need to create SMART (specific — measurable — achievable — relevant — timely) goals, so you have a north star for your efforts.
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