Issue #138 | July 28, 2022

Community Club Weekly is a newsletter about building and growing communities, featuring collected tweets, posts, and thoughts from various Community Managers.

🧑 Why Community Personas Are an Essential Community-building Tool

By Pam Magwaza

Building good personas is one of the first and most important parts of the community-building process.

Without a solid understanding of who your ideal member is — think their needs, goals, challenges, and more — you'll have a rough time trying to build a community your ideal members will want to be a part of.

But what are community personas, exactly? And why are they an essential community-building tool?

What is a community persona?

In community, personas are specific, fictional profiles created to help a Community Manager or team understand a typical member.

Personas are not unique to community — they can be incredibly helpful in many areas of a business. For example, a Product team may create personas to better understand their users, or a Customer Support team, to better understand their customers.

It’s important to flag here that personas are not the same as the target audience of a business or product. While a target audience is based on an overall group of users or members, a persona is focused on a specific user or member. Target audiences broadly consider factors like demographics and psychographics of a group, but personas represent a specific, fictional person who represents the attributes of the target audience.

Here’s an example of target audience vs. a lightweight persona for a women’s fitness app and community:

Target audience: Women aged 17-50 years old living in the UK who want to prioritize their health and fitness.

Persona: Ally is 25 years old, currently living in London with two other female housemates. She is a junior designer at a marketing agency, and often works long hours so she struggles to make time for exercise. Her goal for this year is to run a half marathon.

As the above example suggests, personas are generally imagined people (grounded in your research of course — more on that later), and creating them can be a lot of fun, too. You can give them names, draw or assign a picture to put a face to that name, and think about the goings-on in their daily lives. Who are they, really?

Still, it’s important to remember that your personas should embody the goals, motivations, needs, pain points, and behaviors of your community’s intended members.

Why Creating Community Personas is Valuable
This article is a teaser for Creating Community Personas, a self-paced course by C School — and it’s just the tip of the iceberg. In it, students can expect to learn all things personas, from understanding how they can be leveraged; determining your company's target audience and how to subgroup your personas; to how to research, create, and leverage your personas cross-functionally.
Check out C School's Self-Paced Course

📋 Get your Free Community Personas template

Think you should get started with creating some personas?

To guide you, we’ve created a downloadable, fillable user interviews template you can adapt within your own community. Download the resource here

We want to hear from you...

Have you managed a monetized community before? How is it different from managing a free community?

Respond to this email with your answer — we'll feature your insights in an upcoming newsletter. 

📚 Community Content

Community blog posts, articles, podcasts, and videos from the past week.

Common KPIs For Online Community Forums

This blog takes a look at common community KPIs that you can use as a starting point when assessing, building, and implementing your own community KPIs.

By Sarah Robinson-Yu

Working Through Your On-Camera Meeting Anxiety

This article offers five questions to ask yourself to help quell on-camera meeting stress.

By Morra Aarons-Mele

In Before the Lock: A Room Full of Mercenaries

In this episode, Erica and Brian discuss if financial incentives dilute the sense of community.

By Brian Oblinger and Erica Kuhl

📆 Upcoming Events

Upcoming events, from the club and its members.

The Community Club Summer Social – Berlin, DE — July 28 @ 4 p.m. Europe/Berlin

TrustCon 2022 — September 27–28  

🐦 Community Tweets

If you don't know *why* you're building a community, leave it be! 
This thread is a must-see! 
So the company in question is actually a 3?

🙌 Community Jobs

A few of the amazing community job opportunities we've spotted this week. View more roles and join the Talent Network


Community Manager @ SMS-Magic

Head of Community @ CodeBase 

Head of Community @ 3i

Community Marketing Associate @ Reltio

Community Manager @ Multiverse

Community Manager @ Expa

Digital Community Manager @ The University of Edinburgh

Admissions Coordinator, C School @ Commsor

Technical Community Manager @ GitHub

Director of Community @ Commsor

Community Spotlight! ⭐️

This week we're sending a huge shout-out to Community Manager Fiona Jones, for launching version one of the Zero Gravity Community.

Zero Gravity is a free online platform that connects state school students with university mentors. Their internal community is primarily for mentors and mentees to connect and learn outside of their one-on-one sessions.

Congratulations to Fiona and her team! 
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