They Didn’t Want To Talk To Each Other

Last year, one community manager in the accountancy sector mentioned their target audience didn’t want to talk to each other.

That’s pretty devastating to discover, but is it true?

If you drop a group of accountants in a room together will they sit alone and avoid eye-contact?

I’d bet they will make small talk and then gradually begin sharing more details and information about themselves and their practice.

A random group of people in any field may not want to talk to each other, but, they do want to chat with friends. They do want help to solve their problems. They do want to feel respected and good at what they do.

A bad community concept often masquerades as resistance to talking to others. It’s rarely the case. It just means you need to change your approach.

If they would talk if they were dropped into the same room then drop them into the same room.

If they would talk to solve their biggest problems, let them know what problems people can solve.

If they would talk if they felt respected or admired, make sure they feel respected and admired.

This isn’t the chicken and the egg, from the very first contact with someone you can invite them to an exclusive event for the top [accountants], learn more about their problems, and let them know how respected they would be in the group.

The solution, like many, is about member psychology.

p.s. Final day to sign up for Psychology of Community.


  1. Jen Blanford says:

    What types of things would you suggest in terms of “dropping people in the same room?” I know that sometimes we will tag people in our community to chime in on various posts. We also will link to related topics. Any other ideas?

  2. Sarah Hawk says:

    I think in this context Rich was referring to the community as a whole as the room. i.e. if you get your concept right you’ll have a room full of people that want to talk.

    That said, your question addresses another great aspect to the discussion – orienting people within the room and facilitating networking. Kinda like name tags.

Make your own comment on this post at FeverBee Experts

©2020 FeverBee Limited, 1314 New Providence Wharf, London, United Kingdom E14 9PJ FEVERBEE

We’d like you to join us.

We’re a group of community professionals who push each other to the cutting edge of our work. Every day we share our experiences, highlight new expertise, and push one another to become the best community builders we can be.

The day you join, you’ll get access to 1000+ practical tips, dozens of resources, and unlimited access to the top experts in our space. You’ll also get to see how we go about building a community amongst our own audience.

It takes just 30 seconds and doesn’t cost a thing.


Level Price  
ALL COURSES $750.00 per Month.
Community Development Program $1,100.00 per Month.
Director of Community $8,770.00 per Month.
Community Accelerator (founding members) [monthly] $0.00 now.
Community Accelerator (founding members) [annually] $250.00 per Year.
Community Accelerator and FeverBee Intelligence [monthly] $45.00 per Month.
Community Accelerator and FeverBee Intelligence [annually] $450.00 per Year.
Full Community Upgrade (Large Enterprise Only) [monthly] $750.00 per Month.
Full Community Upgrade (Large Enterprise Only) [annually] $7,600.00 per Year.