In the mid 90’s the community where I spent the most time online was Alen Yen’s ToyboxDX. This site was the epicenter of the Japanese toy collecting world, and naturally in our pre-twitter, pre-blog, pre-social networking world, the message board there was where all the action was. This was also a pre-wikipedia world so research was much trickier and that message board was invaluable for those of us trying to figure out what toys which companies released and when. I still have good friends who I first met soaking up details about rare chogokin and sofubi there. We had built a vintage toy nerd utopia… and then the Transformers kids showed up with their unrefined discussion about toys made in the 80’s. People threatened to leave the site because it had become a cesspool of US released plastic toy talk. It was a nightmare as you can imagine.
Until someone had an idea – what if, all Field of Dreams style – we could build something for those Transformers dorks that would be more appealing to them and would get them out of our faces. We made a special “Transformers” section of the message board (along with an “off topic” ghetto) and instantly the problem was solved and the classic toy threads returned to their previous unmolested toysnob glory.
In the years since then I’ve thought about this strategy time and time again when working with communities online. Adjusting where someone hangs out is easier than adjusting how they hang out. It’s not about getting someone to talk about something else, rather finding the right place for what they want to talk about.