Yesterday we addressed audience analysis. Let’s work through an example here. Imagine you run a community for street dancers (random example).

As part of the audience analysis, you ask about their aspirations. Through a series of interviews, you identify some common trends. Many want to form a local group, appear on a music video or appear as a supporting act...

A few organizations we’ve worked with over the past year have trouble making the content/discussion mindset shift.

The following scenario is fairly common.

An organization will have a few experts generate activity in the community. The experts will write lots of content. The organization promotes this content to its audience. The audience visits, but doesn’t participate.

Why? Because they just came to read. They're information-seekers.

The organization's...