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Overall, however, it seems the key challenge for online communities is encouraging user participation (Malinen, 2015). More specifically, a thriving online community is dependent on user generated content to provide feedback, recruit new members and strengthen relationships as a genuine form of participation. Results of involvement in online communities have both intrinsic and extrinsic benefits. Some community members enjoy engaging with others who have a similar interest and commitments, while other members are interested in self-development and building their personal reputation (Malinen, 2015). In their article “Encouraging Commitment in Online Communities”, Kraut et al use economic and psychological studies to demonstrate how to build successful online communities. Their first principle for building an active community is to ask people to participate by outlining specific action they could take to benefit the group. This helps community members know what exact actions the community could benefit from. They found that by crafting a specific request the likelihood of getting a response increased by fifty percent. Another way to increase community participation is by outlining challenging goals -- if the community understands the goal and knows that their participation is necessary to reach it, they are more likely to contribute. Another challenge within online communities is finding ways to engage all members, particularly as the community expands. Kraut et al argue that as a group adds members, people will feel as if they are making less of an impact on the group. As such, they recommend crafting contributions in such a way that members feel their participation is complimenting others’ work, not substituting their work. For example, Kraut et al suggest creating tiered levels of participation with a larger group. This would 11PDF Image | UNDERSTANDING AND ENGAGING YOUTUBE COMMUNITIES
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