Community Relations: Not Just a Megaphone

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In my last post on Building a Community Presence I went over some of the approaches for engaging communities. This time I want to talk about what the actual job of a community builder is.

On Selling

The role of the Community Builder is to sell you on the idea of the company and the product. Not necessarily to sell you the product. Often times what we’re selling are not bought without some decision making process behind them, so a sale is not going to happen then and there anyway. Provide the education, and build the trust, and the sale will happen.

Why I Hate Evangelists

I personally have a visceral reaction to the title “Evangelist”, which is unfortunate because it’s on my business cards.

The issue I have with the title is that when I think of Evangelist, I think of a fanatic who will use whatever methods they can to convert you to their way of thinking. And yes, there are Developer Evangelists who will do this. They are bad community members in my opinion, and I don’t trust their opinions.

The truth of the matter is that there is no single solution to any technical problem, and anyone who tells you differently is lying.

I prefer the “Advocate” title, or better yet, the one I chose for myself at Engine Yard, “Community Engineer”.

Advocating For The Company/Product

Being an Advocate is important, advocating for something in my mind means to put its best foot forward. This meant that while at Engine Yard, I probably sent more potential customers to our competitors, because I knew that had they tried our service they would’ve been disappointed for their current needs. Engine Yard is an amazing platform, but it’s complex (due to its customizability), it often requires some changes to “cloudify” your apps, and it can be comparatively expensive if you’re at the small end of the scale.

If you fall into the segment of the audience that doesn’t need the customization and support, then you’ll find the product over-complicated, and probably, over-priced. That is not a positive experience, go use Heroku instead (for now). If you fall into the other segment, then you’ll find Heroku to be constraining and expensive instead, go use Engine Yard and you’ll find it to be the right product for you.

I believe that honesty plays a big role in advocacy. If people are to trust what you say, you must be able to not only point out the flaws in your competitors, but your own as well. If you fail to do so, and you knowingly “sell” a customer a product that isn’t a good fit, they will have a negative experience and that’s what they will broadcast to their peers — that, to me, is an anti-sale. You stand to lose far more business that way.

If you instead sell them on the right product, even if it’s not your own, while at the same time educating on both products, in the future they will seek you out, and self-select into being a customer. At the very least, they will seek your advice again.

This still falls under the megaphone part of the role. And is probably the less valuable part of the role to your employer. They, realistically, can have similar results using traditional, informed marketing channels. And those flights are expensive.

Advocating For The [Potential] Customer

The most important part of the role is advocating for the customer, or potential customer. This is why I like the title “Advocate”, it cuts both ways. You are an advocate both to, and for, your customers and potential customers.

As an advocate, you are the person (or one of the people) closest to your customers. You attend the same events, you go out to eat and drink together, you attend the after parties together, and you commiserate the early morning afters. You also have conversations, about life, news, the weather, and work.

You hear their gripes and you are the conduit for upcoming news that affects them, negatively or positively.

I firmly believe that the most vital part of the role is creating a feedback loop, directly from your customers to your product team. Your job is to aggregate requests (“I’ve been 14 events so far this year and every time someone has asked about X”), spot trends (“Lots of people are starting to talk about Y, here’s what it might mean for us”), and raise concerns (“People find this part of our product confusing because Z”).

If your community team does not have a direct line back to your product team you are missing out on the most valuable information they are collecting.

Advocating For The Community

As mentioned in the previous post, as part of your role building relationships, and as the person most entrenched in the community, you should be working directly with marketing on messaging and interactions.

You should have the power to veto any messaging your company puts out to your community — after all, your knowledge of the community is one of the reasons they hired you. It’s in the companies best interests to have you invested in their messaging: you are the one on the ground who has to deliver it after all.

Advocating For Yourself

At the end of the day, being a community builder is a job. I personally won’t take on the role unless I believe in the product, because I want to enjoy my job, I want to help people do their jobs better, and I can’t do either of those things with something I don’t use, or don’t care for.

This is also part of the reason I didn’t look for new roles in the same space when switching jobs, it feels disingenuous to the community to “sell” them on one product one week, and then on a competitor the next. My paycheck doesn’t buy my loyalty, the company values and a product I believe in do.

I hope this is obvious when I interact with people, and I believe it’s a necessity to be good at this job. We must maintain our intellectual honesty and community integrity. Your reputation is your true value, for your company, for your community, and most importantly, for yourself.


Thanks to Tessa Mero, Austin Gunter, Margaret Staples, Katie McLaughlin, and Amanda Folson for reviewing this post.

Image courtesy of Chris Combe

Building A Community Presence

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Your company has decided it needs to “do community”, whatever that means, you’re community manager 1 number one, what now? From my time as a developer advocate/evangelist under both marketing and engineering teams, I have come to some conclusions about how to build community presence. Though my experience is mostly with technical communities, this should apply pretty well to any community building.

Identify Your Products Potential Audience(s)

You’ve probably already done this to some degree, after all, to build a successful product you need to know — and understand — who you are building it for. But, if your target audience is “developers” that’s marginally better than saying your audience is “humans”.

Chances are your product is going to fall into one of two categories: a tool built for use with a specific language (e.g. the excellent greenkeeper.io for keeping your node.js npm dependencies up-to-date), or one built for most every language (e.g. Travis CI for continuous integration).

If you fall into the former category then you’ll have a much easier time narrowing down the identity of your audience, your product itself defines it. For the latter, you need to recognize that you have multiple (albeit similar) audiences, and working with, say, the PHP community will be different to the Ruby and Java communities for example.

There are, in my mind, three approaches to building your community team:

Breadth First Evangelism

If you have multiple communities you wish to target, you may decide that the most important thing to do is to get your name and your product out there in front of as many appropriate eyeballs as possible.

In this case, you do not have the bandwidth to forge deep, meaningful relationships with every community in which you want a presence. You cannot physically be everywhere at once!

These kind of superficial touches will be things like conference sponsorships that involve little more than plunking down some cash and getting your logo/booth at an event, maybe you sponsor an open bar, or an unconference track. You give away the pens and the t-shirts, and the other branded swag, and you leave.

You write a bunch of high level blog posts, you make sure you have docs that have examples in a multitude languages, and you go home, job done.

This is a great way to start, but mostly superficial. You will not identify your community advisors, you will not create long lasting relationships, and you will get less valuable/actionable feedback.

What you should be doing is trying to identify communities in which you want to foster deeper relationships. Which communities you either want to pay special care too because they need more of your time to understand your product, or better yet, the ones that are getting traction and starting to provide interesting insights, use cases, and feedback. This leads to the next stage:

Depth First Evangelism

If you have the second type of product (i.e. specific to one community), or, you’re ready to start deepening the relationships you have started to cultivate through your breadth first evangelism efforts, it’s now time to start concentrating your efforts – and expanding your team.

This is when you will want targeted evangelists: a PHP Evangelist, a Ruby Evangelist, a Python Evangelist. These people bring their knowledge of a particular community to bear in determining what your messaging should be and how your interactions are orchestrated to achieve the community relationships your product needs.

Now you will start to do things like working with a conference organizer to create a sponsorship that provides much more value to the attendees, and can actually shape the feel of an event. You will start to sponsor open source work that is relevant to your company, and you will sponsor initiatives like diversity groups, and scholarships. You will make meaningful contributions to the community.

In return, you will get the insights in to your product that help your improve it, you will find your most hardcore users, your beta testers, and your contributors.

You will continue the blog posts, but they will be much more in-depth and targeted, based on feedback from the community about what they need to know, rather than what you think you want to tell them. Your documentation too will follow suit – perhaps you put together a book around using your product as members of that specific community.

There is an alternative to depth first and breadth first, which is to localize your efforts:

Localized Evangelism

By constraining your geographic area, you are reducing your audience in the same way as in depth first evangelism, but you can still hit many different communities within that geographic area. To be clear here, I’m talking about an area which can be traversed within a day.

This allows the kind of deep relationships that add real value, but across a broader section of your audience.

This hybrid is potentially easier to scale, it certainly cuts down on travel costs, but, you are less able to take advantage of your existing community presence (which is likely limited to one or sometimes two communities) or your breadth will be biased in those directions.

It’s Just The Megaphone

This is what I call the megaphone part of the role, the evangelistic, outward pushing part. But it’s just one part of the role. While it’s the most visible, I’d argue it’s not the most important. In the next post, I will cover the other aspects of the role that make community engagement invaluable.


Thanks to Margaret Staples and Jonas Rosland for their feedback on this post.

Image courtesy of The Greater Southwestern Exploration Company, used under a CC-BY 2.0 License.


  1. there are many job titles, community engineer, developer advocate, developer evangelist, etc., but they all involve some level of community presence