community

Run the community like a product with a job, not a vanity chat room. The space — a Discord server, a Telegram group+channel, a Circle — is the product. Onboarding is activation, rituals are the feature, moderation is reliability, and one north-star metric tied to your purpose is the only number that matters. A room with 5,000 silent members is a failed product, not a big one. Design the system around the conversation, not the conversation itself.

When NOT to use — route instead

The ask	Route to
Stop paying customers of a product/SaaS from churning (win-back, lifecycle, NPS)	retention
Write the one-to-many broadcast email that nurtures the list	../newsletter/SKILL.md
Schedule / cross-post public posts across X, LinkedIn, Instagram	../social-publisher/SKILL.md
Run a single timed live event end-to-end (registration, speakers, replay)	webinar
Build an automated support desk / ticket triage	customer-support
Actually code or host the Discord/Telegram bot (gateway, slash handlers)	whatsapp-telegram, automation-flows
Define the voice/name/tone the community speaks in	../brand-voice/SKILL.md

You own the persistent, two-way space and its ongoing operating rhythm. The boundary that bites most: retention keeps buyers of a product from churning; you keep members of a shared space active and contributing. They rhyme (cohorts, re-activation) but the subject differs — a SaaS seat vs a Discord membership.

Step 0 — Purpose & north-star gate

Do not design a single channel until you have (a) a one-line purpose and (b) one business metric tied to it. Why: a community without a job becomes a dead chat — there is no signal to design toward, so you sprawl channels and beg for activity. This is the most common cause of graveyards.

If either is missing, STOP and ask one focused batch, then proceed:

1. In one sentence, what is this community for — and for whom?
2. What single business outcome does it move? (support deflection, retention uplift, expansion revenue, qualified referrals — pick ONE)

Bad → Good:

Bad:  "Set up a Discord for our users." → 14 channels, no purpose, silent in 3 weeks.
Good: Purpose = "where indie game-devs trade WIP feedback so free players become paying supporters."
      North-star = monthly free→supporter conversions sourced from the server.

Everything below is derived from those two lines. If a channel, ritual, or metric does not serve the purpose or move the north-star, cut it.

Pick the platform — decision table

Platform	Best for	Real-time chat	Broadcast	Monetization	Moderation maturity	Cost
Discord	Active, real-time builder/gamer/dev communities	Strong	Weak (announcement channels only)	Indirect (roles/Patreon links)	High — native AutoMod + bot ecosystem	Free
Telegram (group + channel hybrid)	Mobile-first, fast-growing, announce-heavy audiences	Good	Strong (channel = one-way broadcast)	Weak native	Medium — native ML anti-spam >200 members + bots	Free
Circle	Paid memberships bundling courses/events	Weak	Good	Strong (built-in payments + tiered Spaces)	Medium	Professional ~$89–129/mo → Business ~$199–219 → Circle Plus ~$419+ + 0.5–2% Circle fee on top of Stripe's 2.9%+$0.30

Decision rules (pick the purpose, not the logo):

• Need persistent real-time conversation and free? → Discord. It is the deepest moderation toolset and the strongest two-way default.
• Audience lives on mobile and you broadcast a lot? → Telegram, run the hybrid: a channel for announcements + a linked group for discussion. This is the 2026 standard; a bare group has no broadcast lane and a bare channel has no conversation.
• You are charging for membership and bundling courses/events? → Circle. But see the anti-pattern: do not monetize before activation works.

Per-platform setup depth (AutoMod filters, verification levels, anti-spam tiers, plan ladder) is in references/platform-playbooks.md.

Structure & onboarding = activation

Keep the structure minimal. Why: empty channels signal a dead room; people pattern-match "nobody's here" and leave. Start with the fewest channels the purpose needs (often 4–6: welcome/rules, intros, one core topic, help, off-topic, announcements) and split a channel only when an existing one is demonstrably overflowing.

The onboarding path is an activation funnel. Drive every new member to a first meaningful action through a short, gated path:

1. Role-on-join — pick a role/interest, which personalizes which channels they see. Why: a tailored, smaller room feels alive; the firehose feels dead.
2. Rules/membership gate — on Discord, Rules Screening / Membership Screening blocks talking and DMs until rules are acknowledged. Why: it stops drive-by spam and forces a first deliberate click.
3. Intro with a prompt — not "introduce yourself" (blank-page freeze) but a 3-field prompt. Why: prompted intros get answered; open ones get skipped.
4. Point to where-to-ask — one obvious channel for "I need help." Why: time-to-first-response is a core health metric and it starts here.

Bad → Good intro channel:

Bad:  #introductions — "Say hi and introduce yourself!"  → blank-page paralysis, 4% post.
Good: #introductions — pinned prompt: "(1) what you're building, (2) what you're stuck on,
       (3) one thing you can help others with." → reply with the right role-ping. Activation jumps.

Moderation — the 3-layer stack

Moderation is reliability. The canonical stack is native → bot → human, and you scale layers by size, never skip the native layer.

1. Native — Discord AutoMod (one Commonly-Flagged-Words preset rule + up to 6 custom keyword rules, each filter holding up to 1,000 terms, plus a mention-spam cap configurable up to 50 unique mentions/message) and an explicit verification level (Medium = verified email + 5-min-on-server before talking). Telegram: native ML anti-spam kicks in for groups >200 members (with an "Aggressive" auto-delete mode); for ≤30 messages/hour, slow-mode alone is the right zero-setup control; add a CAPTCHA-on-join gate (button/math/question, e.g. Shieldy) as the raid wall.
2. Bot — a specialized moderation bot for raid detection, scam-link filtering, and audit logs.
3. Human — named mods, an escalation path, and a written ban policy.

Size-tiered config (Discord, per Discord's own size guidance):

Server size	Native	Bot layer	Human
< 1,000	AutoMod + Medium verification	optional	1–2 mods
> 1,000	AutoMod + custom keyword rules	add one specialized bot	rota of mods
> 10,000	+ Commonly-Flagged filter on	robust multi-tool bots	mod team + on-call
> 100,000	full filters + raid mode	multiple specialized bots	tiered mod org

Incident + ban policy (write these down before you need them):

• Ban policy is a rubric, not a mood — define warn → mute → kick → ban thresholds and what triggers each. Why: inconsistent bans destroy trust faster than the spam did.
• Raid runbook — who flips lockdown (slow-mode + raise verification + pause invites), who triages, where it is logged.
• Scam-DM stance — pin a "we will never DM you first" notice; AutoMod-flag known scam phrases.

Filter specifics, verification levels, and bot picks by tier live in references/platform-playbooks.md.

Rituals — the operating rhythm

Predictable cadence beats sporadic heroics. Why: members learn when to show up only if there is something to show up for; rhythm is the feature that pulls lurkers back. Install a small set of recurring beats and run them on time, every time.

Sample weekly cadence:

Day	Ritual	Friction
Mon	"What are you working on this week?" thread	Low — one reply
Wed	Office hours / AMA in a voice or thread slot	Medium — opt-in
Fri	"Wins of the week" — share + react	Low — a reaction counts

Design for low-friction participation: polls, emoji reactions, and opt-in role pings. The over-pinging trap: blasting @everyone for non-urgent posts. Why it backfires — over-pinging trains members to mute the server, and a muted member is functionally gone. Use a dedicated opt-in "announcements" role and reserve @everyone for genuine all-hands moments.

A ritual template library and the full cadence rationale are in references/metrics-and-rituals.md.

Growth — loops, not buys

Build loops that compound, not headcount that decays:

• Referral loop — make inviting a friend a one-tap, rewarded action tied to a role/perk.
• Intro loop — every prompted intro is a hook other members reply to, pulling the newcomer into a thread on day one.
• Partner cross-post — trade shout-outs with an adjacent community whose audience overlaps but does not compete.

90-9-1 is a range, not a ceiling. The old "1% rule" (90% lurk, 9% occasional, 1% drive activity) is a starting observation, not a law — healthier communities skew far more active (real profiles like 55-30-15 and 17-57-26). Design to move lurkers up a tier (prompts, easy reactions, direct asks), do not accept 90% lurkers as fixed.

Bad:  Buy 2,000 members from a growth service to "look big."  → DAU/MAU craters,
       signal drowns in silence, real members read the room as dead and leave.
Good: Run a referral ritual + prompted intros. 200 members who each reply
       in week one beats 2,000 who never speak.

Bought or inactive members are negative-value: they dilute every signal, wreck DAU/MAU, and make the room look dead to the people you actually want.

Metrics & health

Three clusters plus exactly one business metric. Steer on these, not on raw member count.

Metric	What it tells you	Target
DAU/MAU stickiness	How often members come back	Floor ≥ 20%; social/messaging band ~50–80%
30/60/90-day cohort retention	Whether onboarding actually activates	Track each cohort vs the last
Returning-member ratio	Rhythm is working	Trending up
Time-to-first-response (TTFR)	A newcomer's first experience	Minutes-to-low-hours, the lower the better
Answered rate	Questions don't die unanswered	→ 100%
One business metric (purpose-tied)	The only number that justifies the work	Set in Step 0

The one business metric is a menu — pick exactly one that matches your purpose: support deflection, retention uplift, expansion revenue, or qualified referrals. Review the scorecard on a fixed cadence (weekly glance, monthly cohort read). Benchmark depth and metric definitions are in references/metrics-and-rituals.md.

The artifact you emit

Produce two files the user can apply directly: a community-plan.md (prose: purpose, platform rationale, structure, growth, metrics) and a machine-checkable moderation-config.yaml:

platform: discord            # discord | telegram | circle
purpose: "where indie game-devs trade WIP feedback so free players become paying supporters"
north_star_metric: "monthly free→supporter conversions sourced from the server"
onboarding_path:
  - role-on-join
  - rules-gate
  - prompted-intro
  - where-to-ask
moderation:
  layers:
    native: "AutoMod preset + custom keyword rules, Medium verification"
    bot: "specialized raid + scam-link bot"
    human: "2 named mods, written ban rubric"
rituals:
  - name: "WIP Mondays"
    cadence: "weekly"
  - name: "Wins Fridays"
    cadence: "weekly"

Then validate it:

scripts/verify.sh path/to/moderation-config.yaml

verify.sh checks the required keys exist, that north_star_metric is non-empty, that all three moderation layers are declared, and that at least one ritual has a cadence — it catches the most common defect (a "plan" with no purpose, no mod layers, or no rhythm). Do not go live until it passes and the north-star plus at least one health metric (TTFR or DAU/MAU) are instrumented.

Anti-patterns

Anti-pattern	Why it fails	Do instead
Channel sprawl on day one	Empty channels read as "dead"; people leave	Start 4–6; split only on demonstrated overflow
No purpose / no north-star	Nothing to design toward → graveyard	Run Step 0 gate before any structure
@everyone for non-urgent posts	Trains members to mute → functionally gone	Opt-in announce role; reserve @everyone
Buying members to "look big"	Negative-value: dilutes signal, wrecks DAU/MAU	Referral + intro loops; activate the real ones
Ban-by-mood	Inconsistency destroys trust	Written warn→mute→kick→ban rubric
Treating 90% lurkers as permanent	Leaves activation on the table	90-9-1 is a range; move lurkers up a tier
Monetizing on Circle before activation works	Charging for a dead room churns instantly	Prove rhythm + retention, then gate/monetize
Broadcasting in a two-way space	Wrong tool; kills conversation	One-to-many → ../newsletter/SKILL.md / ../social-publisher/SKILL.md