I was recently talking with a potential client, doing what I often do, explaining the role of a Community Manager. On that day, my usual narrative didn’t seem to be resonating. I got the sense he wasn’t quite grasping why this role is so key to the success of a site.

Then I suddenly remembered a story I’d heard years earlier; one I’d never before applied to managing a community. The story told of a university that had constructed several new buildings on campus, all centered on a grassy quad. When the semester began, the buildings were opened and the students began their daily march to class. But something was missing. The university hadn’t built any sidewalks between the buildings or across the quad. When the semester ended, the machinery returned and the sidewalks were laid over the worn footpaths the students had naturally created. Using this story to illustrate the role of a Community Manager definitely clicked with the client. Yes, you can make decisions about your community, the tools you use and the way you run it. And in all likelihood, some of your choices will be right. But you can also miss some obvious opportunities if you don’t listen to your community FIRST, and use that information to lay down your metaphorical sidewalks where they naturally fall.

I hope more sites will think about this before spending excessive money and time developing community tools without consulting with your users – arguably your most valuable resource. You may get it partially right, but why not listen and build what you know your community will use? Not only will you empower your users, but you’ll create an environment that doesn’t clash with human nature. And that’s a good start to ensuring your own successful community.

Finding new ways to talk about Community Management is always fun, and different analogies will work for different people. What are some descriptions that have worked for you?