At its core, community is not a platform. It’s the people.
Last week I was participating in a panel about Marketing Cloud, and we touched on both the aspect of marketing cloud technology and marketing using the cloud. I wish there was a recording of the discussion, because my co-panelists were super knowledgeable and engaging, and over the course of an hour we’ve touched on a number of really good topics. But there was no recording, and therefore I can’t share it with you.
At one point, Joshua uttered words “open community” and I just could not resist the urge to ask in my best smart Alec tone, whether there is any kind of community other than open. “Oh yes, there is! Failed!” I concluded, and was challenged rightfully to explain myself. Joshua pointed out that Twitter for example is thriving yet they do not generally open all their APIs and their solution is proprietary.
My response: Twitter is not a community. Neither is Facebook.
A community, at least in my mind, is a group of people, united by common interest or experience. While I use Twitter on a daily basis these days, I do not feel a particular sense of community with random people posting there about what they just had for lunch. While all of Twitter users could thinkably come together as a community should the company say, announce that they plan to start charging for their services–the outpouring and insta-unity would be overwhelming–until something of that scale, impacting all tweeps, were to happen, we are rather a smattering of communities.
There are foodies, movie lovers, friends keeping in touch, artists, and nurses on Twitter, talking to their own communities about things that matter to them, which have little relevance to others.
I find that there is a lot of confusion coming from people equating community with the platform that is used to host it. A platform does not a community make. People do.
I would even go as far as to argue that you can have a successful community that did not use a social platform at all. Listserv, anyone? Or even–gasp!–completely offline communities that meet in real life? Like a church or a book club?
Let me revisit the quip about two kinds of communities: open and failed.
Openness in this context does not mean open source. Neither does it mean absolute transparency and openness towards any and everybody. All it means is that the community should be open and transparent towards its members.
As a corporation, you may want to run a private beta or a pilot program that you would not want to share with the world yet. As long as the participants know what’s going on, and know what is expected of them, and what they can expect in return from you, running a private community with them is a-okay.
If you are openly recruiting customers for such a program, you must share as much about the organization and selection criteria of the program upfront as you can without saying too much about the actual secret bits. If you are collecting names, but not everyone will be accepted, say so. Then there will be no bad surprises for the folks who did not make it in, and no speculation about why.
Whether you use an open-source solution to power your community programs changes nothing on the fundamental openness of your interactions with the people who make it up.