Seven Steps to Building Electronic Communities

Introduction

• assessing your organization's current readiness to network
• identifying activities which are most appropriate for the telecommunications environment
• evaluating existing systems, or deciding to develop an independent network

• attracting appropriate users and sustaining their interest and participation
• developing a plan for user training and technical support
• determining the scope, content, and format for the promotion of public information
• establishing a "feel" or "culture" for the network
• generating creative ways to utilize the network to maximum advantage

Step 1: Develop a Networking Plan

A: Define your Community

• Will this be a community of individuals, organizations or a combination?
• Is there a common agenda? a vision?
• Does the group already work collaboratively?
• Is there a core group with the capacity to network during the planning phase?
• Who else needs to participate within the next 1-3 years?
• Who might be connected in the future?
• Connection to other existing and planned online communities:
• Is anyone doing similar things in your community? in the region/state/nationally?
• If so: how do their activities compare with your plans?
  1. where are the gaps in what is accomplished?
  2. are there opportunities for collaboration?

B: Identify the Needs that Electronic Communities Might Address

• Cost-effective communication / information sharing with multiple sites
• Collaborative work (e.g. co-authoring documents to be edited and revised)
• Easily-updated library of information and record of organizational history
• Searchable relational databases, research opportunities using Internet tools
• Public visibility via Internet gophers and World Wide Web pages
• A private forum/conference to plan strategy
• A means of disseminating wide scale ALERTS for lobbying efforts
• Ongoing dialogue and debate through moderated Usenet newsgroups and mailing lists
• "Real time" online discussions
• An informal, online gathering place to build relationships

C: Survey your Potential Users

• How do they currently communicate?
• Is there consensus on a common agenda?
• Do they agree with the needs you've outlined?
• What tasks would they like to accomplish online?
• What kind of hardware (computer / modem / mouse) do they have, if any?
• Are they using a local area office network?
• Are they computer literate?
• Do they have access to:
  1. training opportunities
  2. technical assistance?
• How much can they afford to spend per month on telecommunications?
• What kind of information are they willing to share?
• Who else do they want to participate?
• What's their vision for your online community?

D: Determine Which of the Following Resources You Will Need

• A committed facilitator and / or information specialist
• A skilled system operator (sysop) / Internet guru
• Additional information providers
• Clerical support
• Computer hardware / software
• A method of inputting large amounts of information (e.g. scanner)
• Subsidies to support the participation of financially-strapped users
• Grants to support facilitator/information provider activities
• Basic computer training for novice users
• Technical support / computer mentoring for users
• Ongoing source for funding for the years it will take to make the community self-sufficient

Step 2: Select a Networking "Platform"

A: "Go it Alone": Setting up Your Own Bulletin Board System

• What are your hardware needs? Enough storage for growth? Phone lines?
• What features should the software have?
• Can you customize existing software to meet your needs / will you develop your own?
• Do you have an experienced sysop?
• Will you have Internet connectivity?
• Are there no existing resources which can meet your needs?
• Might you be "reinventing the wheel?"

B: Selecting the "Host" Network. Issues to Consider:

• Ease of use
• Compatibility among different operating systems
• Availability of functions identified in your needs assessment, e.g.
  1. group e-mail;
  2. ability to send disk files & faxes;
  3. conferencing with message threading; private discussion areas; keyword search; etc.
• Costs:
  1. proprietary software;
  2. one time and monthly subscription;
  3. online charges (peak / off-peak);
  4. availability of toll-free or local untimed call access.
• Connectivity to other networks, echoing of bulletin boards, level of Internet facilities
• Who are the current users? Quality of current information? Quality of communications?
• Availability and type of technical support, training and documentation
• Ability to delegate management functions to you & your facilitator(s)
• Stability of host: Are costs likely to rise or fall?

C: Get your Core Group Online & Planning as Quickly as Possible

• Use e-mail gateways / Internet
• Develop simple protocols
• Make it as informal as possible
• Select an interim facilitator
• Pursue fundraising as needed

Step 3: Market to your Users

Marketing Hints

• Define the unique selling points of the network to your community
• Concentrate on getting the high profile users online first
• Where possible, market to the decision-makers within an organization
• Use network demonstrations with overhead projectors. Know which features you want to showcase, and make sure there is plenty of recent, high quality information online
• Plan to participate in major conferences attended by your target audience
• Try to get on the formal agenda
• Make sure marketing materials can be easily revised. Things change quickly!

Step 4: Training & Technical Support

A: Why Train?

• Computerphobia
• Manuals are often poorly written, overwhelming in their detail, and intimidating to non-technical people
• Internet tools, while improving, are still extremely complex
• Users need both basic training and tips to use software more efficiently
• Opportunity for users to share experiences and build relationships

B: Develop a Training Plan

• Identify trainers (preferably members of your online community)
• Explore opportunities for hands-on training at conferences & other events
• Provide for advanced training as well
• Develop a training curriculum which goes beyond the mechanics to include "real work" activities and homework
• If group is dispersed, consider a series of online exercises
• Develop a simple step-by-step protocol for those not interested in using the more sophisticated features
• Create a "buddy system" to pair experienced networkers with novices
• Use all resources of your "host": online tours, help features, etc.
• Don't put all your resources into an initial training. Staff turnover will necessitate ongoing training.
• **Avoid jargon. Go slow. Be patient.

C: Develop a Technical Support Plan

• Suggest users get compatible hardware and software
• Encourage users to identify computer support options including volunteers in their own communities.
• Potential resources include:
  1. local colleges;
  2. computer vendors;
  3. computer user groups.
• If you provide technical support directly, set your limits. Will you offer general computer support or only respond to network-related problems?

Step 5: Set Up and Manage a Public Information Forum

A: Why Have a Public Information Area?

• Supplements e-mail communication
• Creates an online "home" you can customize for your community
• Provides an organizational memory for new generations of users
• Serves as a link to other communities on your host network
• Gives your issues greater visibility
• Possible recruiting tool

B: Tips for Managing a Forum

• Have a paid facilitator if at all possible. Facilitation needs tend to grow; not diminish
• Consult with experienced newsgroup or mailing list moderators
• Identify and post the kinds of information most important to your users
• Make sure the information is relevant, timely, and posted at regular intervals
• Encourage all users to post items, make it as easy as possible, applaud every contribution
• Make the forum simple to access, navigate, and search. Remove outdated items. Keep the information fresh
• Keep up to date with technological developments, e.g. multi-media applications

Step 6: Using Networks for Collaboration & Problem Solving

A: How Can Networks Promote Collaboration?

• Allows communication with a dozen or even hundreds of users as easily as with one (group addresses)
• Expands the pool of practitioners available to respond to inquiries and calls to action
• Reinforces existing relationships within your community and creates new ones
• Maintains the momentum created at conferences
• Promotes co-authoring of proposals

B: Tips for Successful Online Collaboration

• Create enough value on the network that it becomes indispensable for the work of the community
• Seek out opportunities for occasional face-to-face meetings to reinforce online activities
• Establish a formal "buy-in" to the process of collaboration
• Document and publicize your successes
• Practice what you preach. Use the net wherever possible for your own planning and administrative activities
• Nudge people -- nicely, but consistently
• Understand and respect the limitations of networks

Step 7: Creating the Spirit of Community

Environmental Hints

• An informal style of communication helps build a sense of community
• Networking is an exercise in electronic democracy. Facilitators should try to empower as many users as possible to actively contribute
• Be inclusive and remember that many users will "read only" at first and need to be coaxed to participate
• Expect to handhold, encourage, and cheerlead. Positive strokes only!!!
• The core group should try to model the culture of networking in their online discussions
• Use networks to sustain the relationships formed elsewhere