Can Community Be Institutionalized?
As technology grows at a faster pace, companies are relying more and more on their users to help spread the word about what they are doing. Why pay exorbitant amounts for marketing when there is a group of folks that will do it for little to nothing? These communities of users develop around any product or company with significant traction in the market. But can they be organized, built, and managed in a traditional manner?
Little Pink Houses
Communities develop when users start talking to each other. They exist in numerous different forms. Whether it be forum posters or sanctioned user groups or even unofficial meetups, people want to get together to talk about things. These communities are built from the idea that knowledge should be shared. Anecdotes, guides, and cautionary tales abound when you put enough people into a room and get them talking about a product.
That’s not to say that all communities can be positive ones. Some communities are even built around the idea of a negative reaction. Look at these groups that formed around simple ideas like getting their old Facebook page back or getting their old MySpace layout returned to them. Imagine the reaction that Continue reading