I’m always looking for interesting new communities to highlight on opensource.com. Over the past year, I’ve covered everything from Wikipedia to OpenIDEO to The White House and am, frankly, overwhelmed by the sheer quantity of new community-building efforts going on out there.
Seems like every day I get an email or see something on Twitter or Facebook about a new community that sounds interesting and innovative. I’ve found some amazing people and visionary ideas. I hope to continue to highlight the best of these new communities here on the business channel.
But at the risk of sounding like a hater, I must admit I’m getting a touch of new-community fatigue.
I think I went over the edge a few weeks back when ex-advertising industry celebrity Alex Bogusky (yes, the same guy who did all of those weird chicken ads for Burger King and famously tried to make Microsoft cool) announced his new “Collaborative Community/Brand For Social Entrepreneurs.” He calls it Common. No offense to Alex, but when the advertising agency folks are hopping on the community brand bus, you have to wonder whether the seats are starting to get a tad bit full…
I also wonder if there is a bit too much Tom Sawyer-fence-painting going on in some of these new communities. In case it’s been a while since you read Tom Sawyer, here’s how Wikipedia summarizes the story of Tom Sawyer and the fence:
After hearing Chris talk about building trust in online communities, it hit me that one of the biggest mistakes I’ve seen people make when trying to build communities online, even in the open source world, is that they think like Tom Sawyer.
Here’s how Wikipedia retells the story of Tom Sawyer and the fence:
After playing hooky from school on Friday and dirtying his clothes in a fight, Tom is made to whitewash the fence as punishment on Saturday. At first, Tom is disappointed by having to forfeit his day off. However, he soon cleverly persuades his friends to trade him small treasures for the privilege of doing his work.
When thinking about building communities online, are you thinking like Tom Sawyer? Why are you building a community in the first place? When it comes right down to it, do you really just want people to whitewash your fence for you and give you small treasures in return for the privilege?
If you are looking to ideas like open source or social media as simple means to get what you want for your company, it’s time to rethink your community strategy.