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Brands must create communities that engage as well as inform, according to Communities of Purpose,a white paper from eModeration

eModeration (eModeration) - 23 June 2010

Brands must create communities that engage as well as inform, according to Communities of Purpose,a white paper from eModeration

A new white paper from moderation and community management company, eModeration, details how best a 'community of purpose' can be managed, to maximise the engagement and support that these communities can offer their members.

The paper, Communities of Purpose, focuses on interactive online communities with a clear goal, otherwise known as 'communities of purpose'. Brands and not-for-profit organisations alike can establish these communities to act as a focal point for members to meet, contribute content and provide mutual support as they try to reach their shared goals, whether that be to lose weight or elect an official to office.

This paper (co-authored by eModeration's CEO, Tamara Littleton, and Head of Community Ashley Cooksley)  gathers the thinking from some of the highly respected voices in community management today to provide clear, practical advice to those thinking about establishing a community of purpose. Including:

    * Create the ‘burning imperative’. The community has to have a strong goal for people to join and continue to be active members.
    * Add value. What does your community offer that members can’t get elsewhere?
    * Stay relevant. The community will lack credibility if there’s a clear disconnect between the community purpose and the brand.
    * Agree timeframes. Goal focused communities are mainly transitional. A member - or the whole community - meets their personal goals and so they move on, or the community as a whole comes to an end. It’s essential to have a clear exit strategy before launch.
    * Keep members motivated by setting goalposts. It’s not unusual for community members to wax and wane in their interest and involvement in the community. Motivate members by setting smaller goals and promoting feelings of achievement.
    * Set clear guidelines. These should be the mission statement of the community, and provide the structure for your community management decisions.

Tamara Littleton, CEO of eModeration, says: “Social media is providing unparalleled access to communities of purpose run both by brands and not-for-profits. We’ve seen some excellent examples of brand-administered communities of purpose, and brands can reap the rewards of these communities if they provide the correct balance of engagement, information, motivation and support for members.”

For a free copy of Communities of Purpose, which includes detailed information on issues that brands may face and how they can be addressed, visit

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