Objectives in community building are the clearly defined goals that guide the creation, development, and growth of a community. These objectives serve as a roadmap for community managers, ensuring that every initiative aligns with the overarching vision and purpose of the community. Whether you’re building a professional network, a social group, or a cause-driven community, setting clear objectives is essential for sustainable growth and meaningful engagement.
In this article, we will explore the importance of objectives, how to define them, examples of community objectives, and strategies for aligning them with member needs and organisational goals.
What are objectives in community building?
Objectives in community building are measurable and actionable goals that shape the community's structure, activities, and outcomes. They help:
Provide direction and purpose.
Establish benchmarks for success.
Align efforts across all stakeholders.
Ensure that member engagement activities contribute to a larger mission.
Examples of common community objectives include:
Increasing member engagement.
Encouraging knowledge sharing.
Building brand advocacy.
Driving revenue through memberships or events.
Why are objectives important in community building?
1. Clarity of purpose
Objectives define the "why" behind your community, helping members and managers understand its value and mission.
2. Resource optimisation
With clear goals, resources like time, money, and effort can be allocated efficiently to the activities that matter most.
3. Measuring success
Defined objectives provide metrics to evaluate the community's performance and identify areas for improvement.
4. Member alignment
Objectives ensure that activities resonate with member needs, fostering stronger connections and loyalty.
Types of objectives in community building
1. Engagement objectives
Examples: Increasing active participation in discussions, boosting attendance at events.
Purpose: Foster a vibrant, interactive community where members feel connected and valued.
2. Growth objectives
Examples: Expanding the community by 20% in the next year.
Purpose: Attract new members and amplify the community's reach and impact.
3. Educational objectives
Examples: Hosting monthly webinars or creating resource libraries.
Purpose: Provide value through learning opportunities and knowledge sharing.
4. Revenue objectives
Examples: Generating revenue through memberships, events, or sponsorships.
Purpose: Create financial sustainability for the community.
5. Advocacy objectives
Examples: Encouraging members to share content or promote the community.
Purpose: Transform members into ambassadors who actively contribute to the community's growth.
How to define objectives for your community
1. Identify the community's purpose
Ask yourself:
Why does this community exist?
What value does it provide to its members?
2. Conduct member research
Understand your members' needs, preferences, and challenges. Surveys, polls, and feedback sessions can reveal valuable insights.
3. Align with organisational goals
If the community is tied to a business or cause, ensure that objectives support broader organisational priorities.
4. Use the SMART framework
Specific: Clearly state what you aim to achieve.
Measurable: Define how success will be tracked.
Achievable: Set realistic goals given available resources.
Relevant: Ensure objectives align with the community’s purpose.
Time-bound: Include deadlines to maintain accountability.
5. Prioritise and communicate
Focus on a few high-impact objectives to avoid spreading resources too thin. Communicate these goals to members and stakeholders.
Examples of community objectives
Engagement Objective: Increase the average number of posts per member from 2 to 5 monthly within six months.
Growth Objective: Add 1,000 new members by the end of the year through targeted marketing campaigns.
Advocacy Objective: Achieve 200 shares of community-generated content monthly.
Educational Objective: Launch a series of weekly tutorials on industry trends, aiming for 75% attendance from members.
Strategies for achieving objectives
1. Member-first approach
Regularly gather feedback to ensure activities and initiatives meet member expectations.
2. Leverage data
Use analytics tools to monitor progress, identify trends, and refine strategies.
3. Build an action plan
Break objectives into smaller, actionable steps with assigned responsibilities and timelines.
4. Foster collaboration
Engage members as contributors to co-create content, host events, or lead discussions.
5. Celebrate milestones
Recognise and reward progress to motivate members and maintain momentum.
Challenges in setting and achieving objectives
1. Overambitious goals
Setting unrealistic objectives can lead to burnout and disengagement.
2. Misalignment with member needs
Objectives that don't resonate with members may hinder participation and satisfaction.
3. Limited resources
Resource constraints can make it challenging to achieve ambitious objectives.
4. Lack of flexibility
Rigid goals may fail to adapt to changing community dynamics or external factors.
Tips for staying on track
Regularly review and adjust objectives to reflect evolving priorities.
Share progress updates with members to maintain transparency and build trust.
Celebrate successes, no matter how small, to keep morale high.
Final thoughts
Clearly defined objectives are the cornerstone of successful community building. They provide direction, align efforts, and measure success while ensuring that the community delivers value to its members. By setting realistic and actionable goals, community managers can foster growth, engagement, and loyalty.
FAQs: Objectives in community building
How do I determine the right objectives for my community?
To determine the right objectives:
Understand your community’s purpose and target audience.
Conduct member surveys or focus groups to identify their needs.
Align community goals with your organisation's mission or values.
Start with broad objectives and refine them using the SMART framework.
Can community objectives evolve over time?
Yes, community objectives can and should evolve as:
Member needs change.
The community grows or shifts focus.
New trends or opportunities emerge. Regularly revisiting and adjusting objectives ensures they remain relevant and impactful.
What’s the difference between objectives and strategies in community building?
Objectives are the goals or outcomes you aim to achieve, such as increasing member engagement.
Strategies are the methods or approaches you use to meet those objectives, such as hosting live events or creating engaging content.
How can I measure if my community objectives are successful?
Measure success by:
Tracking relevant metrics (e.g., engagement rates, retention numbers).
Collecting member feedback through surveys or polls.
Reviewing progress against predefined benchmarks or timelines.
Using community analytics tools to gain insights into performance.
What are common mistakes in setting community objectives?
Common mistakes include:
Setting vague or unmeasurable objectives.
Focusing solely on growth without considering engagement or value.
Ignoring member feedback during goal-setting.
Overloading the community team with too many objectives at once.
How do I ensure team alignment on community objectives?
To ensure alignment:
Involve key stakeholders in the goal-setting process.
Clearly communicate objectives and their importance to all team members.
Assign responsibilities and ensure everyone understands their role in achieving the objectives.
Hold regular check-ins to track progress and address challenges.
Should community objectives focus more on members or organisational goals?
Both are important. Effective objectives balance:
Member-focused goals, such as enhancing engagement or providing valuable resources.
Organisational goals, such as driving brand awareness or generating revenue. The key is ensuring that member needs align with broader organisational objectives.
How do I handle conflicting objectives within the community?
To manage conflicts:
Prioritise objectives based on their impact and feasibility.
Seek input from community members and stakeholders.
Clearly define trade-offs and adjust timelines if necessary.
Use data to guide decision-making and justify priorities.
Can small communities have the same objectives as larger ones?
Small communities may share similar objectives, such as engagement or retention, but the scale and approach will differ. For example:
Small communities can focus on deeper, more personalised interactions.
Larger communities might prioritise scalability and broad participation.
How often should I review and update community objectives?
It’s best to review objectives:
Quarterly or semi-annually for ongoing relevance.
After significant changes in community dynamics or organisational goals.
When launching new initiatives or observing shifts in member behaviour.
