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A00109916
BUSA 3455
Fall 2010
Research Paper
Table of Contents
Topic.......................................................................3
Executive Summary................................................3
Introduction............................................................3
The Reason for an Online Community To Exist.......5
What Makes A Community Application Successful? 7
How Success Is Measured.....................................12
What Makes Online Communities Fail – How To
Avoid It?................................................................17
Conclusion............................................................19
Appendix A ...........................................................20
Like, OMG! Wal-Mart Is Totally Standard!..........20
..............................................................................23
Appendix B............................................................24
How Target Got it Right on Facebook, and How
Wal-Mart Failed..................................................24
Reference.............................................................29
A Successful Online Community Can Add Value to Your Business
Topic
A Successful Online Community Can Add Value to
Your Business
Executive Summary
Online communities include everything from
discussion boards to massive multi-player online
role-playing virtual reality games []. Only some
online communities succeed, but the vast majority
fail. This paper looks at the purpose of online
communities, why they are successful, and how to
measure their success, which adds value to the
businesses they serve. In conclusion, a successful
online community is the one that serves the best
interests of its members, not its business goal –
profit.
Introduction
Conclusion
The future of online communities is still going to be
challenging even though they have been around
since the beginning of the Internet revolution.
Effective management and maintance of these
communities depends largely on the new kinds of
measurements and reporting. However, principals
of successful engagement can now be outlined.
1. First and foremost, define the purpose of your
community and its audience.
2. Define the business objectives and how its
success will be measured.
3. Make the measurement, reporting, and analysis
part of the daily business management.
4. Use the community measures not only as
statistics to calculate where you stand, but also
allow it to help in making factual decisions to
improve the community and therefore the business
over time. []
Appendix A
http://walmartwatch.com/blog/archives/like_omg_w
al_mart_is_totally_standard/
Appendix B
http://www.socialmediatoday.com/SMC/18625
0
Back in August, we wrote a post about how Wal-mart's latest social media marketing campaign
was inherently flawed. We predicted that it would, once again, blow up in the retail giant's face.
(Note to the folks in Bentonville: Let Edelman focus on the traditional PR. Give us a call on the
social media marketing stuff, k?)
Reference