- communities can highlight bad behavior publicly or act like it never happened

- they can present how similar they are to other communities or they can highlight the differences and what distinguishes them

- it can prime norms of reciprocity

- choose a good slogan or tagline that represents different aspects of the community

Examples of presentation and framing decisions in OCs

- Social desirability of requester

- Simplicity of request

- Status of requester

- Does the member like the requester (favorability)

- Social proofing

- Member interests

Factors that affect contribution requests

How a community frames what it is, what it does and what happens within it.

University of Michigan - Ann Arbor

Also referred to as "design alternatives" or "design options", they make up 8 categories that can be changed or influenced by managers, designers or members to help achieve a goal of the community.

1. Community structure

2. Content, tasks and activities

3. Selection, sorting, and  highlighting

4. External communication

5. Feedback and rewards

6. Roles, rules, policies, and procedures 

7. Access controls

8. Presentation and framing


Levers of change for online communities

Kraut, Robert E., and Paul Resnick. Building successful online communities: Evidence-based social design. MIT Press, 2012.

Building successful online communities: Evidence-based social design (Kraut and Resnick)

What a community does to engage its members and generate content 

Content, tasks and activities

How communities select, sort and highlight things so people find the best content and activity for themselves. 

Selection, sorting, and highlighting

How the community engages with content and members outside of the community

External communication

Feedback: tells people how other users feel about their participation in a community.

Rewards and sanctions: give or take away something that users find valuable based on their behavior.



Feedback and rewards (and sanctions)

What measures a community has taken to establish conventions that help regulate behavior 

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