Because not all users are equal or always behave the way you would like them to, you need to have analytics set up with your site. This will gauge the success of your strategy. When you are implementing analytics, determine your KPIs, as these will help support an ROI discussion when you need to justify, enhance or upgrade your site as time goes on.
Users typically fall into a framework nicely captured in Forrester’s Social Media Ladder. http://convenienceoversophistication.com/post/178898247/the-social-technologies-ladder-forester-research *
A user strategy determines how you plan to engage them in order to move up the ladder. Some key user groups such as subject matter experts, reference accounts, or product /service user groups may need to move quicker than others. If the movement does not happen on its own, it’s important to have a usage strategy that is both a push and pull. This accounts for top down, bottom-up and sideways-in users and aligns with your overall strategy.
(*It is important to customize this ladder by labeling each key area with the activities that are enabled in your specific site. Then when you develop your KPIs, you will have a means of understanding if your community is thriving or not).
Join me next time as I talk about key roles in your community.