If you run a free-flowing message board, or even a blog, you have to make it clear to your community just what behavior is acceptable and what is not.  This is usually done through a “terms of use” or even a posted message called a “posting policy.”

There is nothing worse than removing a post or comment from your blog, and then having the poster in question rallying the troops, protesting that a post was deleted, crying censorship, and creating infighting and chaos on your board or blog.  By adopting and posting specific guidelines, you will at least have something you can point to and say “this is the reason why.”  This may or may not prevent a flame war, but at least you have something behind you.

What constitutes a good posting policy?  That is up to you.   I try to be more open and free in my community requirements, so my posting policy may simply state

• No advertisements
• No flame wars
• No “I’m leaving the board forever” posts
• No profanity

Simply, sweet and to the point.  This will give you the backing you need if you ever need to delete or hide somebody’s post/comment.  In the end, it is your community, and you have the power (and the right) to deleted anything for any reason (posting on your board is a privilege, not a right) – but at least now you have something in writing that you can refer people to.

Do you have a “posting policy” on your board/site?  What does your say?

It happens to many bloggers who don’t feel like they are getting the attention from the blogosphere they need or deserve… suddenly out of nowhere, they go on a rampage and publish an incredibly controversial or berating article just to try and get attention.  Similar to  mentioning names you know people have alerts for, this type of “community baiting” can bring in the numbers for a surge of visitors to an otherwise fading blog.

But can it be sustained?

After the initial flood of visits and comments, how do you keep those people coming back?  One way not to hold their interest is to continue your blog as if nothing ever happened.   Even better, don’t reply to criticisms about your post, just let people come in, tell you how wrong you are, and then leave.  By baiting people in this way, you will dig yourself a hole you may never recover from, and your reputation will be known for baiting, and your regular visits will start to diminish – guaranteed.

People involved in social media are smart.  I mean, really.  As I mentioned in a previous post, people can tell if you are using multiple personas to fake message board posts, and they can tell when you are creating a post for shock value or for attention.  Failing to address the comments/criticisms of your post is truly a tell-tale sign of baiting.   If you are going to go off on a rant, follow it up in the comments or with another blog post.  Don’t let down, stick to your guns!

Or, the better way, don’t use this tactic at all.

With so many community “tools” out there, just what is the best way to form a community around your site/blog/podcast?

One blogger whom I follow regularly and has a strong voice in new media, Chris Brogan, regularly ads a question to the end of his posts, inviting people to comment.   Other people get more comments and reaction from their community if they simply give out information. (See Courtney Tuttle.)

Back when I helped launched the Entertaindom portal for Time-Warner (and yes I know it failed miserably, but my part was sound…)  the way the top veeps decided to encourage community was to adorn many different fake message board personas and go into the boards and starting topics like: “Wow, the God & Devil Show is awesome – when will I see more?”  Then another person in the office would reply, and also start another reply.   This was seen as “jump-starting” the message boards.

And the users saw through it immediately.

Faking responses/replies is probably below a “last-ditched effort” to encourage community.  If you are caught, it might rev up the community, but not in a good way.  unfortunately, this practice is all-too prevalent on message boards that have a “staff” of people running the boards.   There is definitely a line drawn that, if you step over it, will completely ruin your board or blog’s credibility.  It isn’t a fine line either, it is laid out there plain and simple.  Do not fake multiple personas to fake traffic/interest in your blog/site.  It will get back to you.

So how do you invite real, credible community, especially on a new web site/blog?

Content.  Bring in the content.  The community of readers/fans will come soon enough.  But content was, is and will always be the number one reason somebody visits your site.