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