Persuading Your Boss
There are two ways to persuade your boss to develop a community.
First, use powerful anecdotal evidence. The metrics of a community usually aren’t thrilling. Communities are smaller that followings. It’s hard to link it to direct income generation. Overwhelm your boss with amazing anecdotal stories.
Talk about what the people in your community are likely to do. Bring up specific stories of what’s happened in other communities. Show how you’re falling behind your competitors (or have a rare chance to get ahead).
Second, don’t persuade your boss. Just do it. I’m amazed at just how many communities at very large organizations have been built on the sly. Sometimes it’s just easier to show your boss than to tell your boss. Risky? Sure. Probably worthwhile too.
Richard Millington is the founder of FeverBee Limited, an online community consultancy, and The Pillar Summit , an exclusive course in Professional Community Management. Richard’s clients have included the United Nations, The Global Fund, Novartis, AMD, BAE Systems and several youth & entertainment brands. Richard is also the the author of the Online Community Manifesto. 
Avectra, the leader in web based membership management software, is proud to partner with FeverBee Limited to help organizations around the world understand best practices for creating thriving online communities and build invaluable communities of their own. For more information on MemberFuse, Avectra’s private online community platform, and Avectra Social CRM for Associations, click here.
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