A healthy online community is like an art opening. For the last year or two we've been using this analogy inside Work at Play when consulting with clients and especially when designing products like DEQQ.

A vibrant community is like an art opening. One goes to the art opening and it has a particular style and theme. It has its own culture based on what the staring artist is like and the art she creates. Maybe it's black tie, champagne and caviar or maybe it's blue jeans, Jim Bean and BBQ wings. Either way we understand the culture from the moment we enter.

When we enter the gallery we are there to look at and engage with the art, and we may even get the chance to talk with and exchange ideas with the artist. Eventually, we mill around and meet other people who are also attending the opening. We introduce ourselves and we discuss our common interest: the art and the artist.

Eventually, we form multiple little groups all talking about different topics like the weather, our work day, the new shoes we bought, our allergies to cats, and what TV shows we've been watching. We simply can't always be talking about the artists and her art. Sure the art is why we are there, but we have broader interests than just this one common interest. We need to discuss what we as individuals care about or share a spontaneous thought that comes to mind, maybe a great joke.

This self-organized grouping is good for the artist as our host as well. She doesn't have to keep driving the topics of conversation. Her guests are taking care of themselves. She has set the tone, but we are carrying the party. However, at anytime she can call for our attention to say something important or introduce us to some new art she has exhibited. We as guests will stop our conversation listen intently, experience the new art, and then eventually go back to forming small groups. Some conversations will pick up where they left off while others may have an entirely different tone and subject matter having been influenced by the artists comments and new art.

We use this analogy, because too often when people or organizations who are trying develop communities assume that members will always be or should always be engaged in their content. The truth of the matter is that no matter how interesting or cutting edge your brand or content is, it will never be as interesting as the people inside the community over any extended period of time. So features for an online community need to be focused on bringing people together and then letting them go their own way. Do this right and your community will still be around and receptive to your message and content.