Split Q&A From General Discussions
Many online discussions are simply one person asking a question and another providing an answer.
This is obvious in most brand communities.
Once this kind of participation has been established as a norm, it’s very difficult to change it.
If you want people to have more general discussions, ask one another about their best practices, and get to know each other, you usually need to create a new environment for that to happen.
Sometimes that’s sub-groups. You can (slowly) create different groups for each product/topic where members can share best practices. Other times it’s a different category or section of the community entirely.
The odds on members changing their behavior within the current environment are slim.
The odds on you being able to shape their behavior in a new environment are a lot higher.