It's not always easy to promote yourself, especially if that mode of social interaction doesn't come to you naturally. But there's no denying the benefit of a well-run community website. It's a place where business owners and marketers can talk freely about their companies and their ambitions, and where they can find support in their endeavours. And for those who own such websites, there's money to be made. Here are 7 keys to a successful community website.

1. Focus. Your community website should have a clear and consistent focus, and you should regularly remind your participants of that focus, just so everyone is on the same page. Don't try to be all things to all people by letting your website be about whatever comes to mind. You want potential participants to know exactly what to expect. That's what keeps them coming back.

2. Follow Your Bliss. If your website is focused on something you don't really care about, your visitors will know. Find something that you're passionate about and you will motivate others to join you on your journey. You'll have a good time, and so will the participants in your community. Don't pick a focus just because it looks profitable or popular. Choose what you love.

3. Do it Yourself. Your website needs to have your personality stamped all over it from the very beginning. Let the content reflect your own passions and keep yourself accountable for consistent, relevant updates to the site. If you're not invested in it from the ground up then you can't count on it to succeed. It's not getting it started that's difficult; it's easy enough to create a blog or a forum. It's keeping it going in the early stages that can be challenging, so make sure you're investing enough time and energy from the start.

4. Ask for Help. As soon as you've gotten your website up and running, enlist whatever help you need. Ask people to post responses, comment, and moderate on your behalf. Generate as much interest as possible by starting great discussions and asking people to join in. The more the merrier, particularly at the beginning when you're convincing potential participants that your website is a great place to be. Start close to home with friends and family whom you trust. Then branch out to others in your field who might be interested.

5. Keep Everyone's Interest. Post stories that will engage your participants. Ask engaging, edgy, controversial questions. Offer good advice and always be positive. That's the kind of stuff that keeps people coming back for more. Avoid the temptation to simply post news that your readers can find anywhere, although it never hurts to do this from time to time, especially if the news is relevant to your niche. If you need inspiration, check out Digg to see what kinds of stories people find interesting and exciting.

6. Give Things Away. Who doesn't love a fun contest? You can get your participants coming back again and again if you give things away that have some value and are related to your niche. Think of things that might not even cost anything, like a story on your website that features their business.

7. Offer Constant Encouragement. You'll find that some of your visitors are more active than others and participate on a daily basis. Use your website as a way to recognize their participation and thank them for continuing to come back and contribute. Maintain contact with them and solicit any suggestions they might have for improving your site. When you keep your active visitors happy then they're more likely to recruit more participants for you.

You'll find that people are much more willing to talk about their businesses when they have a positive, encouraging facilitator. Be that person and you'll be on your way to a successful community website!