Ep 64: The Community Vibe Killer You're Completely Unaware Of

May 9

The Community Vibe Killer You're Completely Unaware Of

As a community builder, I talk a lot about the importance of having a strong culture. But today, we're going to talk about why having a strong culture can actually be a curse. In my Community Cultivated Framework™, I have four pillars: cause, culture, communication, and connection. Go back and listen to my first four Community Creators podcast episodes for more information on my framework. Culture is all about our beliefs, our behaviors, and our boundaries. Establishing these can create a sticky culture that keeps people connected to your community for longer, but it can also make it difficult for new members to acclimate.

The Study on Reddit Communities

I came across a study that analyzed the cultures of Reddit communities. The study found that the stronger the culture was in the subreddit thread, the longer it took for somebody to acclimate to that thread. Additionally, participation was lower, and there was a higher likelihood of leaving that subreddit. Which means that the retention was lower, the engagement was lower, and it took them longer to get acclimated if they did stay. The effects were more pronounced in subreddits that had high levels of normative expectations, meaning there was a foundational knowledge that people needed to know, a foundational culture.

Factors That Contribute to the Negative Effects of a Strong Culture

The study looked at three factors that contribute to the negative effects of a strong culture:

Demographics. The tendency of people to associate and communicate with others who are similar to them in demographic interests and values. The tighter-knit a group was around those demographics, interests, and values, the less likely people were to stay, the less engaged people were, and the longer it would take people to get acclimated.
Normative expectations. The more strict the boundaries and behaviors were, the more likely it would discourage or punish people who stepped outside of those behaviors.
Social influence. The more social influence a group or a member of that group had, the more likely it was to create pressure on new members to conform and to fall in line.

The Importance of Onboarding

The whole purpose of me sharing this with you is not to scare you away from building a strong culture. It's to help you recognize that there are levels to this community building experience. The stronger your culture becomes, the more your community develops its own identity, a common language. The longer your community has been around, the more likely that is to happen. This emphasizes the need for strong onboarding. Your onboarding process should acclimate people to the culture they are going to encounter as a part of your community so that they can become a comfortable member of that culture quicker, start participating faster, and stay around longer.

However, if you've worked with me as a one-on-one client or you've gone through my Community Training Program, you know this already. You know that it is not one-and-done. I really want to make sure that you're evaluating your onboarding process on an annual basis. There are things that will change and morph about your culture that you need to update inside of that onboarding process.

Make your Community a Safe Place

Having a strong culture can be a curse if new members find it difficult to acclimate. However, with strong onboarding that emphasizes the culture and helps new members adopt the identity of a member of your community, you can make it a safe place for them to show up and want to stick around. Remember to audit your onboarding process and identify where outsiders may feel left out or miss some information. With a strong onboarding process, you can make your community a welcoming and accessible place for all your members.

If you want to learn more about ways to create a safe place for your members or how to update your onboarding process, go check out my Community Training Program to find out how.