Your users don’t care how you organize your company internally. Community web architecture has to make sense to them and be persistent, not change whenever two departments get merged.
When building and running a community, you constantly have to make choices about information architecture starting early on. Which products get forums? Do you want to organize them into categories? What to do with products that have been discontinued?
Whether you are starting from scratch or taking care of an existing community, you will have to fight to keep your forum structure independent from the corporate orgchart.
Sooner or later, a product manager or some such will come to you and request that you move, or delete a forum because their group has been moved to a different department or the product has been discontinued.
First off, you should never kill a community forum when the product has reached its end of life. There are probably many people still using it, and why would you want to prevent users from providing support to each other after your call center won’t? Your responsibility as a community manager is primarily to your peeps, the users. Taking away what may well be their last resort to getting help will not please the customer who is already unhappy that your company won’t support the product they are invested into.
Same goes for moving of an existing forum just to achieve symmetry with internal organization. If it is active, and people know where to find it, it is best to leave it where it is. If you have to move it, at the very least set up a redirect so that the old bookmarks continue to work.
If anything, my preference is to keep the forum structure as flat as possible. Unless your company has more than 20 products, there is no need to create hierarchies and categories, which will only make it harder to find the right forum. Having a simple forum structure that does not necessarily mimic the way products are presented on your official company site will also allow you to stay free from demands to reorganize every time the company departments get reshuffled.
Now to new forum creation. If you want to avoid creating ghost towns, you have to be judicious with how many forums you create. Assuming you already have all products covered and want to serve your community better, how will you decide which new forums to create and which to stay away from? Thinking from your user’s perspective can help you figure this out.
Communities of use are centered around the needs of people implementing and using products and technologies. So they will either want to talk about a particular product, or a use case, such as “Canon 500 printer-scanner” or “virtualizing mail servers.” If you watch a certain use case get a lot of traffic across your forums, you can expect that a new separate forum for it will get some traction.
However forums that target a specific customer demographic are usually destined to failure. What I am talking about are forums dedicated to vertical market segments, such as healthcare, government, or elusive groups such as SMBs.
While segmenting your customers by demographic or vertical looks good on a quarterly report, it has absolutely nothing to do with your community, which is built around helping people get answers to their technical questions. Unless your software crashes differently in a Fortune 500 bank than it does in a local library, there is absolutely no reason to make a banking forum separate from a librarians forum.
Creating forums for customers based on company size such as SMB is even more dicy. The term SMB stands for “small and medium-size business.” For the longest time “SMB” has been a pet peeve of mine, because all it really says is “customers who are too small for our sales people to bother talking to directly, and we’d rather they self-service or talk to our partners.”
This is why in my professional life, whenever a colleague comes to me for help setting up an “SMB community” I ask “are you sure that your target audience self-identifies as SMB?”
Seriously, do you expect Joe Blow to come to work one morning and realize “Hey I need MegaWidget for my business, but my company is too small for Megacorp to bother returning my calls, so why don’t I google for ‘MegaWidget for SMB’ instead? Surely they will have a microsite for small fry like me!”
Chances are, Megacorp will have a page like this, only it will be frequented by its partners, not SMBs, because in real life, very few customers stop to think from their vendor’s perspective. And sadly the reverse is true for vendors, resulting in SMB forums with nothing but tumbleweeds in them.
In community marketing, it is never about you, it’s about your user community‘s needs. Just because it is convenient for you to define a target group in a certain way, doesn’t mean that they will automatically self-identify and embrace such definition.