One of the best ways to create sustainable, long-lasting word of mouth is through the building and nurturing of a healthy online community. Here are two tips to help make yours better:

1) Create focused communities

People tend to organize themselves around specific ideas or topics they’re passionate about — not big picture, vague causes. Ensure your communities stay active by creating them based on central themes or popular products that allow the really passionate people to get together without all the outside distractions. If you keep your members focused on niche things they can’t get elsewhere, you’ll have much more than a generic fan club.

2) Reward participation

If you want to see consistent engagement and fresh community content, make a habit of recognizing and rewarding your biggest contributors. While it’s common for the vast majority of members to be “consumers,” it’s your steady contributors that keep things interesting. Give these big talkers credentials, special perks, and leadership roles to keep them going.

- Scott Hauman

July 28, 2009, 11:22am   Comments