This week I continue some inputs on online communities and I focus more on how people can be facilitated with the online community communications. In Nielson’s article, it mentioned that 90% of online users are lurkers. Another interesting point is about his observation about the power of online communities. It states to
– Build personal relationshipsand networks of trust.
– Bring together peoplewith common interests or profiles.
– Engagethese specific groups of people.
Thus, in order to bring people together virtually who never met before, and majority being Lurkers, they are attracted together with common interests and they can gradually build personal networks among themselves and they become more engaged with each other. As mentioned by xxx, Lurkers have the potential “to become a newbie, a neo or neophate”.
My input on Starbucks online community can be an example. Starbucks is encouraging customers to give voices and contribute to their online community. It is “less commercial” to encourage customers to interact among themselves “Because we believe marvelous things happen when you put great coffee and great people together.” This is an excellent example to demonstrate the 3 aspects about the power of online communities.
In addition to better engagement for online community members, Vala Afshar mentioned that 67% of companies collect ideas for new products or features directly from customers. In digital education, to what extent can people create new ideas via online learning community? This would be interesting to explore!
Kozinets, R. V. (2010) Chapter 2 ‘Understanding Culture Online’, Netnography: doing ethnographic research online. London: Sage. pp. 21-40.
Nielsen, J. (2006). “The 90-9-1 Rule for Participation Inequality in Social Media and Online Communities” by Neilson Norman Group