On dealing with bad apples

Community Management is a joy on most days. Those of us who have gravitated towards this career are suited for it. We love the banter, the challenges, and the triumphs of fostering a group of people as they share common goals.

However, as communities grow and flourish, they sometimes attract those who end up being disruptive.

Even for an experienced community manager, a few bad apples can make it seem like the whole world is against them. It can be subtle—starting off as innocent questions about the way things are handled or decisions that the management staff makes, but then it can grow into outright hostility. The challenge lies in knowing when to smooth things over, where to do it, and when to pull the trigger on outright banning or blocking.

Here’s a real-world example from one of the communities that we manage. The community is over eight years old and is very active. A person who had been a member for six months (long enough to feel like a real part of the community) suddenly felt that the moderators (volunteers who have been brought up from within the community to help manage the flow of discussion, deal with spam, and generally keep things on track) were overstepping their bounds and wasn’t happy with the way the site was managed.

This member then began conducting what almost, in hindsight, looks like psychological warfare on the community management team. He began firing off long, well-written explanations of what he felt was wrong with the way the site was run, all under the guise of being concerned for the health of the community. He then began mentioning “backroom” discussions with other unhappy members (off-channel: either they were discussing things on another medium or via the private messaging system), making it seem as if a tide of popular opinion was rising against the site. His consistent and deliberate arguments made it seem as if he was speaking for a whole group of community members—despite no actual evidence that this was the case.

At first, emotions kicked in. When a community manager is attacked, it’s one thing. When a community manager feels like they’re suddenly being attacked by a mob (even one spoken for by a single person), it becomes fuel for anger and rash communication.

In this particular case, the (volunteer) community manager in question came directly to us after a member had started attacking her—even going so far as to bring her personal life into the tirade. She did the right thing—copied the community managers on her response and included the original communication so that the community manager was in the loop. When the member escalated with further attacks, she bowed out and let us take over communication. The member was told that his tirade wasn’t appreciated and he escalated even further by suggesting that there was a movement against the way the community was managed.

This is the point where a community manager has a tough decision to make. In this case, we simply banned the member and ceased communication with him; it was clear that no matter how reasoned our communications were, he simply felt the need to continue berating us with paragraph upon paragraph of reasons why we were bad managers and why everybody hated us. Again, stepping back, it’s easy to see now that it was just a single person saying this, but by using language such as “we” and “a group of us” and “former members”, he was insinuating that there was a mob of people out there behind his back.

This is where we took a breath and stepped back: This guy was just simply being a jerk. The solution? Ban him and block communications. Problem solved. When we did that, several members came out of the woodwork to thank us for making the community a more welcoming place and for getting rid of the source of drama. The real mob was people who were cowed into silence by one aggressive and loud member. The squeaky wheel gets the grease.

The most important take-aways for situations like this are:

  • Handle conversations like this privately, either through e-mail or private messaging
  • Realize that not everyone has the community’s best interests in mind
  • Don’t be afraid to simply ban and walk away
  • Don’t back down

As a community manager, it can be very tough to deal with situations like this because we become so attached to our online friends and communities. You want to make everyone happy, but it helps to step back and remember that the internet is full of somewhat anonymous strangers and that, once in a while, a bad apple will slip through. The arbitrator always comes down to: Does this person ultimately help move the community forward?

It can be extremely difficult to stop communications with people like that; but once you do, it’s like turning off a faucet that has broken and is spraying all over your bathroom: Suddenly, silence. Peace.

Creating deep community engagement

“How can I get a person more interested in my community?”
“How do I create more community engagement?”
“How do I share how awesome my community is with everybody else?”

These are some of the toughest questions a community manager must ask themselves. It’s a difficult problem; you know your community is amazing, but how do you share that feeling with someone else? How do you get someone who just casually connects with your brand, product, or community to go deeper—to become an advocate?

We have a solution for that; we create meta-reward systems for communities that solve all of those problems. It goes something like this:

First, we define goals for a user. For example, perhaps the end goal is to get a user to sign up to a newsletter or share an online discount code with their social network. When a new user signs up to join the community, we start them off by introducing them to the meta-reward system (let’s call them achievements, just like in video gaming.) We give them a shiny badge for their user profile that shows up prominently. People like shiny badges. We then tell them how they can get more shinies, and let them know that there are rewards for continuing to pursue them. Showing them a list of achievements they can get and the rewards they can get for earning them is basically handing them a guided roadmap into your community; and also serves as a roadmap to your conversion goals.

However, here’s the real magic: While they’re going through your roadmap to complete your goals and earn rewards (either meta or real), they’re becoming a part of your community. By the time they’ve achieved your goal, you will have an active, engaged community member.

Here’s an example scenario:

Creating community engagement

It's sort of like this

I like to play bass guitar. I find a bass guitar community online and am intimidated by the size, number of members, and number of discussions. I don’t know where to start or even if I want to invest the time to become a community member. It’s daunting.

However, I sign up because I noticed an offer for a 10% off coupon at a popular music store just for registering. Once I register, I find out I can increase that coupon to 15% if I complete a few simple tasks: Filling out my complete user profile, verifying my email address, adding a profile picture (avatar), and posting an introductory message in a discussion called “Welcome new bass players”.

“No problem,” I think. I do the simple tasks and post “Hello! My name is Brian and I’ve been playing bass for 17 years and am looking forward to talking to everyone!”

As soon as I complete those tasks, I find that I’ve got a new achievement. Ding! It pops up on my screen, and it’s a little shiny badge with a bass guitar on it that says “Friendly neighbor”. The achievement is worth 5 points. I click on it and it takes me to a page that describes what all this means.

“Congratulations, you’ve earned 5 points for getting the Friendly Neighbor achievement. You filled out your profile and introduced yourself to the community! Earn 50 points and get a free issue of Bass Player magazine, on us!”

I see a list of other possible achievements. A few of them seem daunting (attend a local community gathering, chip in money for a charity, etc.) but others seem quite easy and more my style (Post a picture of the bass guitars you own, Like us on Facebook, Tweet about our $5000 gift certificate contest). I start getting involved so I can earn points and get achievements. In the mean time, I’m completing their conversion goals (They wanted to get more Facebook fans. They wanted to get social spread on their contest for their sponsor, etc.) left and right, at an unprecedented pace.

I like all my shiny badges, and some of the achievements involved me participating in community discussions and meeting other community members. After a couple of weeks of this, I find that I’ve made friends. I decide that the more daunting achievements (like attending a real-life gathering) don’t seem so daunting any more. I keep on going, deeper and deeper until I find that this community is a part of my life and I’ve made valuable connections and friendships. I start becoming a brand advocate.

We have refined and honed this model to great success over many years of community management, and we have the technical and community expertise to implement this system for you, to help you create a bold and effective community engagement program.

Our system involves consulting to help you identify your community goals and create the roadmaps to those goals, as well as the technical platform for achievements, community discussions, user profiles, badges, and rewards.

If you’re interested, please fill out the contact form below and we can begin helping your community thrive and prosper.

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