When you’re booking your next flight and wondering about your in-terminal dining options or which seat will give you the best takeoff and landing views, check to see if you’re preferred airline has a community that can help out with those questions. Southwest Airlines does, and it might be the only online community hosted by a major airline. 

Airlines are always managing customer-facing and public relations issues so how exactly does one make the case for building a community? In this episode, Lindsey Duncan, who oversees the moderation and management of the Southwest Airlines Community, explains the unique relationships and conversations that it has fostered. The community thrives when it comes to topics that involve a unique point of view that can’t always be provided by a Southwest staff member. For example, help traveling with children and getting tips as a first-time air traveler. These conversations also help Southwest Airlines create memorable brand moments and long-lasting customers.

Lindsay also shares:

• The ROI of a community-driven knowledge base
• Using community to connect customers and create memorable brand moments
• How two Southwest Community Champions connected and went on a trip to Disney together

With a global network of content moderators, it seems that Facebook might be the largest employer of community professionals in the world. But even with these resources, their content moderation practices continue to make headlines. Outsourcing this work barely seems to help Facebook keep up with the volume of content that needs to be reviewed, not to mention the toll that this takes on the often undervalued and underpaid people that are responsible for it. To this Ben Whitelaw, the engagement lead for the Engaged Journalism Accelerator, asks when Facebook is going to start taking bigger risks to solve this problem?

While Facebook’s moderation practices have lots of room for improvement, Ben also shares how the platform proved to be an asset when Times readers needed a space for discourse around Brexit. For newsrooms organizing communities today, Ben shares that Facebook’s ease of use makes it easy to spin up new groups and show proof of concept, but that this isn’t a full solution for long-term reader engagement. Patrick and Ben also discuss:

• How Brexit played out in comments section at The Times and led to internal advocacy for readers
• Scaling the work of moderation and the importance of consistency and credibility in community management
• Whether or not big platforms like Facebook should be allowed to self-moderate

Major social media platforms are using algorithms in spite of the best interests of their users, says Bruce Ableson on this episode of Community Signal. They are focused on serving you an ad at the right moment, or putting something controversial in front of you, “gaming the experience against the users to make money.”

Throughout the conversation, it becomes clear that this is emblematic of their approach in general, not just to curation and algorithms, but to moderation and management. These platforms are what they are not because of what they did last week or last month, but what they did 5 or 10 years ago. Plus:

• The biggest threat to well-managed online communities
• Cynical, or realistic, reasons why major platforms are the way they are
• Why Bruce believes subscriptions could be the future of online communities.

In 2018, a common thread across Community Signal conversations was knowing how to clearly communicate the success of community across an organization. It’s fitting that for our first show of 2019, we’re joined by Tammy Armstrong, someone who is passionate about using data to solve problems.

Tammy and Patrick met on KarateForums.com and from her years as a community member and moderator, she learned a valuable lesson (care of Oprah): “When we know better, we do better.” This lesson carries throughout the entire episode. When we mature and become more empathetic, we become better community members. When we know more about our community goals and shortcomings, we can use the data at our disposal to do better. When we’re using the internet ourselves, we should be cognizant of the trade offs that we’re making with our data and whether or not it’s worth it.

Tammy also shares several tips and tools [22:30] for those that are just starting to unravel the data behind their online communities, but her greatest (and cheapest?) bit of advice involves understanding the goals and vision for your community. From there, data is just another tool to help you reach your desired outcome [40:36].

Tammy and Patrick also discuss:

• The positive impact of teenagers within online communities
• Best practices for data visualization
• How to start unpacking the wealth of data behind online communities

Hey all,

Thank you for listening to and supporting Community Signal in 2018. We’ll soon be publishing a list of the most listened to episodes of the year, and I honestly have no idea what that list will look like, so I’m excited to find out.

With the holidays last week and then New Year’s Eve being today (when we would normally release an episode), I decided it was best to give the team (and you) a break. But we’ll be back next week, January, to release our first episode of 2019. And we’ll have new music! Talk to you soon.

Thanks again,

Patrick

This week, Patrick and Scott Moore continue their conversation commemorating three years of Community Signal, touching on a topic that’s important to the work of all community professionals but that doesn’t necessarily get a lot of attention: the laws and regulations that govern our work.

You’re probably familiar with GDPR and Section 230 of the Telecommunications Decency Act. And for those of us that are paid community professionals working for established companies, we likely have resources internally that help us address legal concerns. But Patrick also raises the point that many communities are small, run by volunteers, and have minimal tech and financial resources. Are the laws protecting community members also protecting communities and community professionals, regardless of their size or backing?

And let’s get real, it’s clear that not all of our government leaders are caught up on the online community landscape, or even on the internet itself. So how are we informing them and letting them know how these laws impact the communities we serve, for better or for worse?

Scott and Patrick also discuss:

• The other laws and regulations that impact the work we do
• The “right to be forgotten” and what it means for communities as a whole
• Patrick’s Community Signal dream guests for 2019
• Our collective responsibility to raise up community as a profession and Patrick’s promise to give a pep talk to anyone who needs one

Continue reading “Threats to Section 230 Should Unleash the Political Power of Community Professionals”

This week, Community Signal proudly celebrates three years of conversations with community professionals. We’re taking this opportunity to talk to Patrick about his experience running the show and giving him a chance to reflect on the state of online community management and how he’s seen it develop over these past few years. We’re also grateful to be joined by past guest, Scott Moore, for this conversation.

Combined, Patrick and Scott have over four decades of experience in community and a recurring topic in this conversation is how we can learn from industry veterans and those who came before us, as well as recognizing that the community problems of today likely have past occurrences that we can learn from. As Patrick mentions towards the end of this episode, hosting this show has been a way for him to stay up to date on the themes, tools, struggles, and triumphs that the community landscape is seeing and we hope that these conversations are useful for you, too.

I know that I can confidently speak for Karn, Patrick, and myself in saying that we’re all looking forward to continuing to ask the tough questions when it comes to community. It’s our duty to push the profession forward.

We’re breaking this conversation up into two episodes. In part one, Patrick and Scott talk about:

• Choosing metrics that matter
• The career trajectory for community professionals and how he approaches managing his team
• His go-to resources for staying current on all things community

Continue reading “Retaining Talented Community Pros and What Makes a Great Boss? (3 Years of Community Signal)”

Over the past few months, Patrick has spoken to several leaders in the world of journalism and for this episode, we’re welcoming back Bassey Etim, community editor at the New York Times. Bassey was originally on Community Signal in December of 2015 and it’s overwhelming to think about how public perception of the media and the Times, in particular, has changed since then. To give you some context, Barack Obama was still in office at the time of that interview and Donald Trump had yet to win a primary.

Patrick brings up an important question during this conversation: How are moderators at the New York Times doing? And perhaps that question can largely be answered by how Bassey manages his 14-person team. He shares how the team blows off steam, what he does to advance people within his team, and how he views AI as a human-powered tool to moderation, not a human-replacing one. Is it Bassey’s emphasis on people and objectivist journalism that powers a positive environment amongst his team and the comment sections at the Times? I think so! Bassey also shares:

• The impact of the midterm elections and politics in general on moderators at the Times
• His own career path at the Times and how he elevates others for growth opportunities
• Getting AI machines to ask humans for help

Continue reading “How The New York Times is Building Thoughtful Comment Sections in the Trump Era”

Jason Falls knows where your customers are talking. He’s studied conversations for several years and, time and time again, he’s shed light on an inconvenient truth for brands: If you’re ignoring online forums, you’re probably ignoring a substantial part of the conversations happening in public – maybe even a majority of them. And it usually doesn’t matter what industry you’re in. Banking? 90%. Elderly care? 83%.

He doesn’t work in the community space, he’s not drinking the Kool-Aid. Jason is a veteran digital strategist who follows the data, and the data tells him that brands are continually missing a major opportunity to build loyalty and increase sales. And that’s one of the topics on this episode. Plus:

• Why angry brand ambassadors are actually a positive
• The obsession with vanity metrics
• Where community fits in customer journey mapping

Continue reading “Build Something People Care Enough to Get Angry About”

Spotify’s Rock Stars are super users, officially recognized by the company and given tools, resources, guidance and perks for answering questions and starting conversations in their online community and helping users on Twitter, through the @AskRockStars account.

With more than 150 members, the program will celebrate its fifth birthday next month. Each year, Spotify hosts Rock Star Jam, an event at their head quarters in Stockholm. They fly in the top 10 most helpful Rock Stars to meet company leaders, see whats coming next, offer feedback and enjoy the city.

Global community manager Meredith Humphrey has been with Spotify since 2011, starting as a community moderator, and she breaks down the Rock Star Program on this episode of Community Signal. Plus:

• The shift they made in product announcements to protect community staff
• How the Rock Star Jam has evolved over the years
• Meredith’s exploration of what ROI means for community at Spotify

Continue reading “How Spotify’s Rock Star Program Empowers and Rewards Community Super Users”