Communities bring people together. In the offline sense, people gravitate toward communities because they are able to share with others and benefit from team-dynamics. This means resources can be pooled to achieve common goals. In this sense, everyone wins when they join a community that they really care about.

Companies have been in the community-management business for a long time. Athletic shoe stores organize runner clubs and bookstores organize book clubs, but the really successful communities focus on the mutual benefits to members and organizers. These benefits have to be things that the individuals cannot gain or achieve on their own, or would at least find challenging on their own.

As communities move online and use online resources, it is even more important that the communities be centered around cooperation and collaboration. With the onslaught of networks, gathering places and entertainment online, members will only have incentive to participate when the community offers a functional benefit that they can’t find on their own, and the most distinct benefit of a community is the ability to work together to achieve some common end.

So, when considering building an online community around your brand, product or even idea, remember to structure it to facilitate collaboration amongst members. Community managers must facilitate a collaborative structure. If the community lacks that structure, it will be difficult to engage and retain community members over time.