Balance width and depth in community development
I’ve already shared with you that, in terms of professional community development, there are four basic types of communities. Today, we’ll explain what community width and depth mean, and we’ll show a practical metric that you need to monitor if you decide to build a “Laboratory” or “Family Circle” type of community, which are based on a high degree of intimacy. COMMUNITY WIDTH Community width includes all activities that lead to the active growth of the community and the processes a prospect goes through before becoming a member. It’s about considering who you actually want in the group, the prospecting method, and onboarding before the new member joins. This includes marketing, advertising strategies, or affiliate marketing. Width focuses on quantitative growth and brings in new members who can enhance the community’s dynamics if properly engaged. COMMUNITY DEPTH Community depth involves internal activities that strengthen relationships and trust among members, turning prospects into active members who perceive the community as their own. It’s about giving founding members the space to co-create the community culture, encouraging members to share significant and personal topics that they would normally discuss only with friends or family, and as a founder, stepping back into the role of a quiet observer who supports the community in the background. Community depth creates a stable and well-connected core that holds the community together, even when growth stops or changes occur. WHY IT'S IMPORTANT TO BALANCE WIDTH AND DEPTH Don’t underestimate depth at the expense of width. If you focus your efforts only on rapid growth through massive advertising campaigns and affiliate marketing at the beginning without building a solid foundation and community culture, members may start leaving and creating their own communities instead of engaging in yours. A sustainable community isn’t just about the number of members but the strong relationships within the group.