For Interactive Marketing Professionals

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	February 28, 2008 Online Communities: Build Or Join? Objectives Should Drive Community Strategy And Technology Decisions by Jeremiah K. Owyang with Charlene Li, Christine Spivey Overby, Scott Wright	Average: 10  (2 ratings)

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Executive Summary

Consumers' rapid adoption of online communities — such as social networks and online forums — attracts a range of marketers. But to do communities right, you need to weigh the options: 1) join existing communities; 2) create your own branded network; or 3) deploy a combination of both. Sadly, many marketers make wrong choices that result in empty communities or, worse yet, brand backlash. In order to make the best decision about building or joining online communities, you need to involve customers in defining, planning, and implementing your online community strategy.

TABLE OF CONTENTS

• Online Communities Are Attractive To Marketers — For Good Reason
• Build Versus Join: Objectives Should Drive The Decision

RECOMMENDATIONS

• To Accommodate New Strategies, Create New Processes And Roles
• Supplemental Material
• Related Research Documents

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