HOW TO: Manage a Sustainable Online Community - 0 views
-
Stephen Dale on 10 Aug 10A 2008 Gartner study on social software noted that "about 70 percent of the community typically fails to coalesce." There are detrimental effects of over-hyping the technology and then committing the three cardinal sins of running a community: * If you build it they will come. This can be attributed to the lure of "social software" that companies repeatedly bite at, as opposed to seeking to extend or create value for their customers. * Once I've launched it, I'm done. Many communities launch successfully, only to fade out and disappear. Due in large part to a failure to assign ownership of the community and to have a strategy that lasts past "launch." * Bigger is better. The assumption that the overall size of a community is indicative of its success. All three can cause a community to fail, and there are plenty of examples. Understanding the community life cycle can help you avoid making these mistakes.