Building Online Communities or teams?

Companies Shouldn’t Build Online Communities

by Boris Pluskowski

Forget about Communities. Don’t do it. Don’t even think about it. Oh I know that communities are all the rage currently – companies are falling over themselves to create, build and own their very own communities: But with all of these efforts out there, how many of them are yielding real tangible results for the sponsoring organization? It seems that the very concept of communities is a flawed one for most corporations – leading to wasted time, money and effort – and I think I know why……………………..

It seems to me that the failure companies are making starts right at the beginning with a badly formed misconception as to what they really need – and it’s not an online community – it’s an online team.

It may seem as if I’m nit-picking or playing with semantics in making this differentiation – but consider what this simple change in mindset would mean to projects as you think about how to build a great online team instead of an online community. All of a sudden you add dimensions of:

  • Direction and Leadership
  • Shared Goals, Shared Failures, and Shared Successes
  • Ensuring Participation of Diverse Skill Sets
  • Tangible Achievement
  • Passion, Purpose and Loyalty

Whist still retaining all the collaborative, cooperative and creative structures usually associated with Communities.

I don’t know about you – but I know which one I’d rather build! You tell me – What’s the more  powerful concept?

Full article at http://www.business-strategy-innovation.com/2010/04/companies-shouldnt-build-online.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+business-strategy-innovation+(Blogging+Innovation)&utm_content=Google+UK

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