When you are responsible for bringing new members into your online customer or member community, there is no such thing as a second impression. In a world where first impressions are often the only impression that you get, the task to crush it in one interaction can feel daunting.
It is like speed dating in that way. People go to speed dating events voluntarily, just as they do to your online community, but you only have a few seconds to get people to want to learn more about you.
However, in online community management, your first impression usually involves never actually coming face to face with the person you are aiming to impress. I'm talking about the all-important welcome email.