With Facebook having reaching its first billion members, online communities are increasingly of interests to brands wishing to build brand communities. But how does it really work? And what are the “does” and “don’t”?
While many brands still try to figure out the practical answer to this questions, the leading brand community agency VERVE and The London Business School published a short and useful guide to get you started under the title “How Online Communities Work”.
Their findings can be resumed in the following 6 key principles:
(1) Mutual self-interest is the motivation, meaning that the self-interest of the organization is greater than that of the members.
(2) Communities do not need permission to start, meaning that you do need to start them and that they are shared entities, not an owned one.
(3) Information is the glue, meaning that content is king.
(4) Appreciation and contribution provide the outer and inner reward, meaning that mutuality for the members and the organization is the aim.
(5) Organization and regulation should be self-determined, meaning no heavy handed attempts to control the behavior or the content
(6) Participation is the oxygen, and combined with interaction keeps the community alive.
Download the entire study here: https://www.addverve.com/Portals/12/Resources/press/20100728_White_paper_VERVE.pdf
Have an interesting read!
Mark Schumacher, BSL Professor