Avoiding Transactional Relationships in Community Building: A Guide to Authentic Connections
Building a community can be so beneficial to a brand’s success, but it can be far too easy to slip into an impersonal, transactional relationship with your community members. A transactional relationship is one where interactions are based on a quid pro quo — a give and take — rather than a genuine connection. Working in the community space for the last 14 years, I’ve both witnessed and participated in a lot of interactions with community members, both with good and bad outcomes. I’ve definitely developed some opinions on what works best based on my experience. Read on for some tips to help you build more authentic and lasting connections with the community you’re developing.
Show up authentically
One of the key ways to avoid a seemingly-mechanical relationship with your community is to be authentic. This means being true to yourself and your values, and not putting on a façade in order to gain the approval or the sense of trust of your community members. When appropriate for your community, get a little vulnerable and share your own thoughts, feelings, and experiences. When you misstep, own it and make up for it. Transparency and authenticity helps to build trust and credibility, which are essential for building strong relationships.
Focus on building relationships with and within your community, rather than creating interactions that feel like deals. This means putting the needs of your community members first and working to understand their goals and interests. Get to know them and take the time to learn about the individuals in your community, their interests, and what they care about. When talking to a great community builder, I can pretty much guarantee that if you asked, they would be able to start rattling off at least some of their members' names, locations, what they do for a living, their family members, and when they joined the community. When you understand your community members, you can better serve their needs, which will help to build stronger, more meaningful connections.
Practice reciprocity
When you give to others, they are more likely to give back to you and this is just as true in community management as well. As a general rule, aim to give your community more than you receive by offering support, resources, and help to your members without expecting anything in return. You may also consider providing opportunities for growth such as resources, training, and support that are related to your community’s niche. Don’t forget to recognize and reward contributions from your members. Be sure to acknowledge their contributions and show them appreciation. When you invest time and energy into your community, your community members will be more likely to invest in you and your community, happily participating when you do have an ask for them.
Listen and act on feedback
When building a community, it’s not enough to just passively accept feedback. Get intentional with creating a safe space where your members know their feedback is not just collected, but welcomed, listened to, and acted upon. Create a plan to ask them for feedback regularly whether that’s through casual discussions or a structured survey. Your members will know their time and input are valued when you let them know what your action plan is for their feedback. By listening to your community members and acting on their feedback, you can create a sense of ownership and engagement within your community. This will help to build trust and foster a sense of belonging among your community members, which is essential for avoiding that dreaded mechanical relationship.
Build belonging
Finally, to create a relationship of real value with your community, you must build a space of true belonging among your members. Use shared experiences, traditions, and rituals to create a sense of connection and unity within your community. Embrace diversity by encouraging and celebrating the unique qualities and differences within your community. When your community members are a part of something bigger than themselves–and feel it–they will be more likely to invest in your community and build strong, lasting connections.
Community building can be an invaluable way to achieve business goals, but it can be all too easy to slip into a transactional relationship with your community members. By being authentic, focusing on relationships, practicing reciprocity, listening and acting on feedback, and building a space where members feel they belong, you can avoid an impersonal relationship and build authentic, lasting connections with your community members. Building a strong community takes time, effort, and dedication but the outcome is worth it.
If you’re a community professional, I’d love to hear how you’re avoiding transactional relationships with your community. Please share in the comments!
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About Adiel Cloud Nuesmeyer
Hi, I’m Adiel (she/her)! I’m a Sr. Director of Community Development, leading a team of 13 to connect with our customers — as well as form connections between them. My professional superpower is being able to glean insights and features from engaging 1:1 with customers — because I truly care about them and the community.
When I’m not leading the charge (and teaching others how to lead their *own* charge), I can be found driving my kids to umpteen gymnastics practices, tending to a literal indoor jungle of household plants while watching the Utah Jazz — and pretending I don’t see my husband talking about buying a 5th grill. Yes, a *5th* grill, lol. I’d love to connect with other passionate professionals and mission-driven organizations on LinkedIn!
