5 Ways to Promote Online Community Engagement

Vivian Swertinski

Is your organization a good cultural fit for millennials? It’s been reported that 74% of millennials feel technology helps them stay connected to the people in their social network, at work, and at home. It’s not surprising that audiences that grew up with technology often prefer to interact with colleagues and peers through online channels. These preferences are not likely to change, in fact, millennials will purposefully seek out organizations that make it easy to engage through digital channels. This is encouraging news for organizations that are in the process of building robust communities. Don’t miss the opportunity to promote online community to millennials!

As a marketer, you have great opportunity to leverage the insight you have about your audience. Are you effectively promoting online collaboration opportunities with current and prospective members? While millennials may have grown up with technology, let’s not underestimate the influence and value that your current audience has on the success of the online community.

An organization’s online community can be a differentiating factor in a prospective member’s decision to join an organization. So how are you effectively showcasing your online community in your recruitment marketing efforts? Does your new member on-boarding series include important online collaboration and networking information? Today would be a great day to take inventory of your life-cycle marketing content and blend in a spoonful of online community activity as appropriate.

I’d recommend taking a holistic approach starting with the value proposition and key messaging that goes out to audiences that show interest in your organization. The new member on-boarding campaign is an ideal time for a virtual introduction into the community. Ready for ideas to help you get started in incorporating online community activity into your member life-cycle campaigns?

5 Ways to Promote Community Engagement:

  • Promote online community and networking opportunities at the time of recruitment
  • Welcoming new members to the community should be part of the on-boarding campaign
  • Promote popular topics and encourage audience members to join the conversation
  • Recognize individual community contributors
  • Incorporate online community in the member renewal campaign as appropriate

With audience engagement being a top priority for organizations, it’s time to take inventory of how member exclusive benefits are being communicated to audiences throughout their journey.

Interested in more tips for encouraging members to participate and collaborate? Check out our guide, Online Community Engagement With Marketing Automation.

About the Author
Vivian Swertinski

As the Strategic Services Manager at Informz, Vivian partners with clients to maximize their digital marketing efforts with customized strategies leveraging the Informz marketing automation platform. Outside of work Vivian enjoys shopping, boating and volunteering her time to help disabled individuals in the community.