Community Migration Process

The Community Migration Process is the strategic, planned relocation of an online community from a third-party platform, such as a social media group or messaging app, to a dedicated platform that the organisation owns and controls. This is a significant operational project undertaken to mitigate risk, gain control over the member experience, own valuable data, and build a more sustainable, integrated community asset.

Why it matters — Community Migration Process

Migrating a community is a resource-intensive programme, but it is often a necessary step in the maturation of a community strategy. The primary drivers for undertaking this process are rooted in the fundamental differences between building on 'rented' versus 'owned' land.

• Risk Mitigation: Communities hosted on third-party social platforms are subject to the platform's terms of service, algorithmic changes, and business priorities. An unexpected policy change, a shift in how content is displayed, or even the platform's decline in popularity can severely damage or destroy a community. Migration moves the community from this volatile 'rented land' to a stable, owned asset, ensuring its long-term viability.