{"id":4359,"date":"2011-08-13T18:15:29","date_gmt":"2011-08-14T02:15:29","guid":{"rendered":"https:\/\/redfindevelop.wpengine.com\/blog\/?p=4359"},"modified":"2025-07-01T05:52:21","modified_gmt":"2025-07-01T12:52:21","slug":"online_message_boards_communities_think_of_it_like_a_nightclub","status":"publish","type":"post","link":"https:\/\/www.redfin.com\/news\/online_message_boards_communities_think_of_it_like_a_nightclub\/","title":{"rendered":"Online Message Boards &#038; Communities: &#034;Think of It Like a Nightclub&#034;"},"content":{"rendered":"<p><em>Bridget Frey, Redfin&#8217;s newest engineering director, recently joined us from Lithium, the software provider for our for-consumers-and-by-consumers online discussion site, <a href=\"http:\/\/forums.redfin.com\/\">Redfin Forums<\/a>. Bridget hosted <a href=\"https:\/\/redfin.com\/blog\/category\/brown_bag_lunch\">a brown-bag talk<\/a> at Redfin yesterday about how to build online communities like Redfin Forums, and especially about how to get the most out of a software-provider like Lithium.<\/em><br \/>\n<em><\/em><em>We aren&#8217;t sure whether to pursue every one of Bridget ideas, but we&#8217;ll probably go with a few of them straight away! The brown-bag program is usually open to the public. P<\/em><em>ast speakers have included former Delta CEO Jerry Grinstein, former aQuantive CEO Brian McAndrews, iLike co-founder Hadi Partovi, Picnik co-founder Jonathan Sposato and many others. <\/em><em>Here&#8217;s what Bridget had to say&#8230;<\/em><br \/>\nPeople participate in communities for many reasons but the fundamental question is what\u2019s in it for me. Think of it like a nightclub.<br \/>\nIt shouldn\u2019t be a silo; it can\u2019t be separate from the brand, from the website. Our forums at Redfin are sort of a silo; people in the communities aren\u2019t featured elsewhere on the site.<br \/>\nSephora is a good example of a website that draws on data from Lithium\u2019s forums, with a branded forum called \u201cbeauty advice.\u201d<br \/>\n<img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-4360\" src=\"https:\/\/www.redfin.com\/news\/wp-content\/uploads\/2011\/08\/Sephora.jpg\" alt=\"\" width=\"1028\" height=\"736\" srcset=\"https:\/\/www.redfin.com\/news\/wp-content\/uploads\/2011\/08\/Sephora.jpg 1028w, https:\/\/www.redfin.com\/news\/wp-content\/uploads\/2011\/08\/Sephora-300x215.jpg 300w, https:\/\/www.redfin.com\/news\/wp-content\/uploads\/2011\/08\/Sephora-1024x733.jpg 1024w, https:\/\/www.redfin.com\/news\/wp-content\/uploads\/2011\/08\/Sephora-768x550.jpg 768w\" sizes=\"(max-width: 1028px) 100vw, 1028px\" \/><br \/>\nThis discussion is featured on a main page of the Sephora site. Sephora also features the top contributors, changing the selection criteria for top contributors all the time so that contributors stay motivated. Top contributors on Sephora get a profile page that lets them choose their ten-favorite products. You\u2019re not just a log-in, you\u2019re a real person &amp; you get to express your personality.<br \/>\nTo host its discussions, Sephora started with a Facebook page, but this had a few problems:<\/p>\n<ul>\n<li>it\u2019s hard to have a discussion on Facebook,<\/li>\n<li>it\u2019s not easily integrated with Sephora.com,<\/li>\n<li>different users at Sephora all have to use one Sephora log-in,<\/li>\n<li>the search-engine ranking benefit accrues to Facebook not Sephora.com.<\/li>\n<\/ul>\n<p>To solve these problems, Sephora integrated Lithium discussions so that a Facebook post shows up in the discussion forum or vice-versa.<br \/>\n<strong>What Do You Do on Forums?<\/strong><br \/>\nYou can do a lot of different things with online discussions.<br \/>\nYou can host an idea exchange about, for example, features to add to a website, in which the <em>Kudos <\/em>or like or +1\u00a0button is a vote for the feature proposed. In its own forum, Litihum has 350 features for its products suggested by customers. Even if an idea isn\u2019t acted on, and contributors get frustrated, it is good overall for Lithium.<br \/>\nLithium discussions also allow you to upload photos and videos, a Lithium feature that we haven\u2019t turned on but probably just should; real estate is very visual.<br \/>\nYou can also create a knowledge-base, in which the posts are organized by topic and the content is edited and updated rather than simply discussed. It\u2019s like a wiki, but it has workflow with security, so you can decide who gets to author and edit articles. The content can be worked on by a small group of people, then commented on by others. Forums posts can be nominated to be incorporated as a knowledge-base article.<br \/>\nYou can also encourage folks to post discussions to Twitter and Facebook. People are more likely to share discussions they\u2019ve actually contributed to rather than, say, real estate listings. You can also allow for private messages to a contributor.<br \/>\n<strong>Who\u2019s in Charge? Moderation Tactics<\/strong><br \/>\nYou have to tame the trolls.<br \/>\nLithium-powered forums have \u00a0an analytics suite that shows how much traffic the forums are driving and who is contributing\u2026 we can thank the biggest contributors, or address problems they\u2019re complaining about. You can monitor who leaves, and who is up and coming.<br \/>\nYou can see the average response time for a question, so you can try to be more responsive.<br \/>\nLithium also helps us monitor our social media buzz. Mentions spiked from zero to one yesterday!<br \/>\nModeration is also important. You can search for key terms like a competitor\u2019s terms. You can require some users to go through a moderation workflow before posting.<br \/>\n<em>After the presentation everyone started talking and asking questions. We were all excited about what we could be doing better with discussions! Maybe you are too. What would you like to see Redfin do with its Forums?<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bridget Frey, Redfin&#8217;s newest engineering director, recently joined us from Lithium, the software provider for our for-consumers-and-by-consumers online discussion site, Redfin Forums. Bridget hosted a brown-bag talk at Redfin yesterday about how to build online communities like Redfin Forums, and especially about how to get the most out of a software-provider like Lithium. We aren&#8217;t [&hellip;]<\/p>\n","protected":false},"author":13210,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[57],"tags":[],"dashboard":[],"coauthors":[],"class_list":["post-4359","post","type-post","status-publish","format-standard","hentry","category-company-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.7 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Online Message Boards &#038; Communities: &#034;Think of It Like a Nightclub&#034; - Redfin Real Estate News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.redfin.com\/news\/online_message_boards_communities_think_of_it_like_a_nightclub\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Online Message Boards &#038; Communities: &#034;Think of It Like a Nightclub&#034;\" \/>\n<meta property=\"og:description\" content=\"Bridget Frey, Redfin&#8217;s newest engineering director, recently joined us from Lithium, the software provider for our for-consumers-and-by-consumers online discussion site, Redfin Forums. Bridget hosted a brown-bag talk at Redfin yesterday about how to build online communities like Redfin Forums, and especially about how to get the most out of a software-provider like Lithium. We aren&#8217;t [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.redfin.com\/news\/online_message_boards_communities_think_of_it_like_a_nightclub\/\" \/>\n<meta property=\"og:site_name\" content=\"Redfin Real Estate News\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/redfin\" \/>\n<meta property=\"article:published_time\" content=\"2011-08-14T02:15:29+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-07-01T12:52:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.redfin.com\/news\/wp-content\/uploads\/2011\/08\/Sephora.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1028\" \/>\n\t<meta property=\"og:image:height\" content=\"736\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Glenn Kelman\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@redfin\" \/>\n<meta name=\"twitter:site\" content=\"@redfin\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Glenn Kelman\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.redfin.com/news\\\/online_message_boards_communities_think_of_it_like_a_nightclub\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.redfin.com/news\\\/online_message_boards_communities_think_of_it_like_a_nightclub\\\/\"},\"author\":{\"name\":\"Glenn Kelman\",\"@id\":\"https:\\\/\\\/www.redfin.com/news\\\/#\\\/schema\\\/person\\\/e9aeac4a4bba86fdea8b35bc1eee3bf5\"},\"headline\":\"Online Message Boards &#038; 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