A Recipe for Creating Social Networks that Last

A Recipe for Creating Social Networks and Online Communities that Last …. Serve RIBS

While many businesses struggle for the best recipe to engage consumers and promote a fertile online community, the book, “Design To Thrive,” by Dr. Theron Howard offers a deluxe meal of R.I.B.S. No, we are not talking about spicy bar-be-cue, we are talking about Remuneration, Influence, Belonging and Significance.

While many may assume that Renumeration translates into financial compensation, Howard frames renumeration as a satisfying user experience, not simply the exchange of money for group participation.  For example, if community participants can get “news they can use” they are more apt to return to the community, actively participate and engage with others. One of the most interesting things that I found in the discussion of remuneration was that Howard advises the integrity of online community content remain “protected.” For example, the book states that to promote the community, the content should not be archived, syndicated to other blogs or postings and in fact should be banned from redistribution to other servers and cross postings. The fact that the content remains fresh and exclusive provides the ongoing reason to return to the site.  Many content websites disregard this approach by sending content to as many sites as possible to promote ubiquity and name awareness. Many consumer product companies want to get their brand message “broadcast” to as many outlets as possible.

The second dimension of the RIBS recipe is Influence. “Influence exists when members believe that they can control, or at least shape the policies, procedures, topics and standards of evidence used to persuade others in an online community or social network,” Howard states.  To promote influence, the author recommends 14 different techniques including the establishment of an advisory council, periodic surveys and giving “group elders” exclusive opportunities within the group.  This influence is analogous to thought leaders in society who set the agenda for discussions on politics, economics, pop culture and the like. Utilizing techniques like these allow members to feel that they are actively participating in the group. I particularly like the concept of surveys because that allows the group facilitator to “poll” the group on areas of interest, suggested conversation topics and forward-looking ideas regarding community management.   

Belonging represents the third dimension of the RIBS recipe. The author points to initiation rituals, stories of origin, the use of mythologies, codes and use of stories to propagate the sense of belonging. These types of tools have worked well offline in corporate environments to build a sense of corporate belonging to the organization. Now, Howard translates them into online tactics to promote a sense of belonging, define the group culture and provide standards for suggested group behaviors.  I particularly like the initiation ritual concept and am reminded of groups that offer the ability to use their logo or other symbol after joining their “group.”

The last dimension of the RIBS recipe is Significance. The presence of online communities gives internet surfers yet another opportunity to join a group in an effort to get information and exercise their own personal “significance.” This chapter delves into a discussion of marketing concepts including new ones set forth by Seth Godin in the Cluetrain Manifesto and Tribes that encourage businesses to build significance with their customers and promote a two-way “conversation.” Howard takes this tenet one step further by talking about social media networks and the objective of finding “connector nodes” that can provide the tipping point for starting trends and propelling consumer adoption.  As a practical matter, Howard recommends techniques including listing the accomplishment of members, providing a story that shares a vision and creating a contest, game or video to promote significance.

I like the RIBS concept for Remuneration, Influence, Belonging and Significance. As new online communities emerge and existing ones contemplate ways to engage participants, this book provides a handbook for involvement. Dr. Howard provides the perfect entree.