Our research uncovered a common story. It might sound familiar. The story begins with a community professional who spends days, weeks, or even months painstakingly crafting together an overarching community strategy. This strategy, they believe, will finally coordinate efforts, allocate resources, and keep all messages on brand.
Everyone we spoke to believed their own tragic anecdotal story was unique. Even those who had experienced the same outcome several times.
In truth, these exceptions are the norm. Most community strategies are shelved shortly after they are published.
However, a few weeks after the new strategy is published, something changes. A member of the team leaves, the budget is cut, a new product is launched. This lovingly-crafted strategy is now redundant. It gets placed on a shelf or stored in a Dropbox folder to collect digital dust for eternity.
This means most communities today are not guided by a clear strategy, which shapes the decisions the community manager makes each day. Instead, community managers respond to the community needs of the moment. Most community managers are not ensuring the community achieves the goal set and agreed by key stakeholdersTweet This . Instead, they try to ramp up engagement to avoid the budget axe.