Community management zeros in on the establishment and maintenance of authentic relationships. A community originates where people engage in dialogue, establish and maintain links and build trust – be it in social networks or on independent digital platforms.

This dialogue-related dimension distinguishes community management from social media marketing. Whereas marketing primarily targets reach and conversion, community management focuses on moderation and promotion of interaction. This distinction is especially significant in the context of alumni networks: What is important is not fleeting interactions, but rather the establishment and maintenance of valuable long-term relationships.

The peculiarities of online communication

Digital communication lacks the substantive elements that we recognise from personal conversations: facial expressions, gestures and intonation. What is conveyed by a smile or hand movement in a face-to-face conversation needs to be replaced by precise, well thought out communication in the online arena. This presents community managers with particular challenges – especially when it comes to building trust and fostering relationships. Albeit text-based communication also offers advantages: it enables messages to be carefully formulated and gives all readers the opportunity to participate at their own pace.

The moderation of an online community therefore follows certain basic principles that extend beyond mere information management. Its focal point is the skill to create digital spaces where people can feel at ease, interact and network.

The pillars of successful community communication

Community management is based on three fundamental communication principles: authenticity, appreciation and dialogue as equals.

Authentic communication is of primary importance here. People want to communicate with other people, not with anonymous institutions. This means giving the community a face and developing a personal communication style.

An appreciative attitude is equally important. It is evident in the way that we react to contributions, answer questions and deal with criticism. A community lives by the commitment of its members – this commitment needs to be recognised and valued.

Dialogue as equals is the last of these basic principles. It creates an atmosphere in which members needn’t hesitate to express their views. This is particularly important within international alumni networks, where different cultural backgrounds and realms of experience are brought together.

Authenticity in practice:

• Demonstrate that actual people are involved in community management. Share professional experiences and points of view. For example: ‘I felt our discussion of transnational alumni cooperation at the last online gathering was very informative. For me, it was really interesting to hear some participants’ ideas on an interdisciplinary research project in the fields of medicine and computer science. Are there any other examples of such collaboration across faculties?’ These types of authentic cues to conversation show your active participation and encourage others to share their own experiences.
• Use emoticons or emojis in a targeted and professional manner. If you do, then restrict yourself to clear, basic emojis like 😀 for a smile or 👍 for agreement. Avoid more complex or ambiguous emojis that could be construed differently depending on cultural background. A ‘Thank you for your contribution! 😃‘ can lighten up otherwise very formal information without appearing to be unprofessional.
• If in doubt, then ask rather than making assumptions. Be specific in your formulation: ‘You mentioned your research into sustainability – how did you include the various user groups (for instance in the higher education sector: students, lecturers, administration) within your analysis?’ This shows genuine interest and helps the discussion to continue in a targeted manner.

While authenticity forms the basis for candid and trusting communication, active appreciation of community members is equally important.

Show your appreciation:

• Develop a routine for welcoming new members. Ensure this makes reference to their profile or joining information: ‘Welcome to our alumni group! I see you studied in Munich – we’re currently having an interesting discussion about research projects at LMU. Maybe you’d like to add your views?’
• Create regular opportunities for feedback and interaction. This could for instance be a special weekly focus or a ‘Question of the week’. This gives all of your members the opportunity to become involved and shows that their opinions are valued.
• React to critical feedback in a constructive and solution-oriented manner. Rather than ‘We’ll discuss that at our next gathering’ it’s better to say: ‘Thank you for your detailed feedback on our mentoring programme and your valuable input. Let’s jointly consider how we can shape the interaction between alumni and students to be even more effective.’

In addition to authenticity and appreciation, dialogue as equals is the third key building block of successful community communication.

The meaning of dialogue as equals:

• Avoid specific terminology or explain it in a comprehensible way. Rather than saying ‘interdisciplinary knowledge transfer’, it’s better to say ‘knowledge exchange across disciplines’. Clear, comprehensible language makes it easier for all community members to understand irrespective of their specialist background.
• Ask open questions and listen attentively. ‘What is your experience with...?’ or ‘How do you see the development of...?’ invite more detailed answers than closed yes/no questions. Use your answers to refer specifically to members’ contributions.
• Create an atmosphere that invites conversation. Actively moderate discussions; intervene if there are impertinent personal remarks and make it clear: it is arguments that count in this community, not status or position. An example of a moderated intervention: ‘Thank you for the lively discussion. Let’s stick to the subject and exchange views in a pertinent manner.’

Conclusion: community management involves building relationships

Successful community management is more than the administration of an online platform or the moderation of discussions. It is the art of creating digital realms in which valued interaction can emerge. It’s not the quantity of interaction that is of primary importance, but rather its quality.

As a community manager you are the moderator, impetus provider and networking organiser all rolled into one. Your most important task is to facilitate connections – between ideas, experiences and above all among people. To be successful, this requires authentic communication, appreciative dialogue and continuous active fostering of the community.

Think about it: a community develops gradually. Not every discussion needs to be lively from the outset, not every format needs to go smoothly at the first attempt. The important aspects are attentive observation, flexible reaction and giving the community scope for development. A space for trusting interaction will emerge over time, from which all those involved will benefit.

Checklist: successful community management in everyday life

Daily basics:

• Undertake a regular review of all contributions and enquiries
• React in a timely manner – even a brief notification of awareness is crucial
• Keep an eye on the group dynamics: which topics are currently motivating the community?
• Bid a warm welcome to new members and establish initial points of reference

Active shaping of communication:

• Use clear and comprehensible formulations
• Stay constructive even in the face of criticism
• Regularly provide new impetus for discussions
• Create a link between suitable topics and members

Cultivating a good atmosphere:

• Acknowledge active participation
• Moderate discussions in a balanced manner
• Remain authentic in your communication
• Create space for different viewpoints