Scaling User-Generated Content (youtube.com)
Liz Milch, Deputy Director of Content for Genius, spoke about how three friends discussing a Cam’ron song scaled a community that has annotated over two million songs. The common theme that you need to have when building a community is passion, she says. You want to have passion on your team and you want to share that passion with the members of your community. The key to scaling this community is not just having the passion, but then modeling it for the community at large to see. Genius lowered barriers of entry to the community to show they wanted a community that is inclusive. They also pay close attention to the most popular pages on the site because they offer the most opportunity to model good community behavior. Lastly, to make this entire experience feel more real, and not just digital, they turned knowledge into a game. “Points make your passion real,” says Milch. When you give your community something real to grasp onto that they get as a reward for being a contributing member of the community, they will show the world.