Rethinking community support: trust as the key for managers
Nowadays, community support is increasingly the focus of managers who want to play an active role in shaping change. This is less about pure administration and much more about accompanying and supporting. Trust plays a central role here, because only through authentic relationships can stable communities be created that generate long-term added value.
Creating trust through active relationship management
Effective community support is based on building genuine relationships. Managers often report that it is a challenge to overcome distance and address employees at eye level. Listening, asking questions and empathy open doors. A manager builds trust by taking time for personal conversations and recognising the individual potential of members.
In many organisations, managers succeed in promoting trust not only by delegating tasks, but also by creating a space in which members can develop freely. For example, they actively ask: "What do you need to contribute your ideas?" or "How can I support you in your contribution?" This has a motivating effect and reduces fears of making mistakes.
BEST PRACTICE at company XYZ (name changed due to NDA contract) This showed that open communication and regular virtual meetings strengthen trust. The manager had deliberately refrained from exercising strict control and instead agreed clear objectives with the community members. This meant that everyone involved was able to take responsibility for their own work and still knew that they would receive support if they had any questions. This atmosphere contributed significantly to strengthening the community.
Understanding the distribution of roles in community support
Community support involves different roles that need to work together. The manager does not act as the sole decision-maker, but rather as a sponsor, initiator and supporter. The role of the community manager is to be seen as a host who creates spaces and moderates the community. Here, the manager acts as a guide, maintaining an overview and de-escalating conflicts.
It is important to have a clear division of responsibilities and open communication between all those involved. This can lead to ambassador programmes that offer additional support and deepen member loyalty. The manager acts as an interface to bring feedback from the community into the company and, conversely, to provide impetus to the outside world.
BEST PRACTICE at ABC (name changed due to NDA contract) Transparency was created with a clearly defined community strategy and seven different support roles. Managers supported the community managers in integrating new members and organising events. This resulted in sustainable support with regular dialogue and an open feedback system.
Providing impetus by actively shaping and promoting dialogue
Community support thrives on active participation. Managers are required to initiate dialogue and create an atmosphere of trust. This is achieved through open questions, praise and recognising contributions. Critical issues should also be communicated constructively in order to promote a learning-orientated culture.
Many managers report that regular events and campaigns help to strengthen the connection between members and provide new impetus. Digital formats are just as valuable as face-to-face meetings. Continuous monitoring shows which topics move the community and how needs can be responded to quickly.
BEST PRACTICE at DEF (name changed due to NDA contract) Innovative gamification measures were introduced there to encourage interaction. The managers gave members the opportunity to present their own projects and supported the development of new tools for community support. This increased participation and strengthened trust in the long term.
My analysis
Rethinking community support means prioritising the human element. Managers gain trust by actively fostering relationships, promoting strengths and creating spaces for participation. Transparency in the allocation of roles and open, empathetic communication are the basis for a sustainable community. Coaching around community support can provide valuable impetus and space for reflection to successfully master individual and project-related challenges.
Further links from the text above:
[1] Community Manager: The most important tasks and responsibilities
[2] Building trust in the team - how to succeed!
[4] Guide to thriving community management - Nadja Obenaus
[6] Community management as relationship building
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