Critical communities. Many communities on manufacturer or retailer sites can be criti-
cal of the brand, for example an early community from the bank Egg (
www.egg.com
) was
closed due to negative comments.
Finally, remember the lurkers – those who read the messages but do not actively contribute.
There may be ten lurkers for every active participant. The community can also positively
influence these people and build brand.
Box 9.3
Social networks – success factors for social network marketing
Research by Microsoft (2007) based on interviews and surveys with social networkers
found these human motivations for using social networks:
●
59% To keep in touch with friends and family
●
57% I like looking at other people’s spaces
●
47% I want to meet people with similar interests
●
46% To express my opinions and views on topics
●
20% It is a good way to date
●
17% Using it for a specific reason, e.g. wedding, job networking.
In the same report, Microsoft, which part‑ owns Facebook, has developed these
approaches for taking advantage of social networking either through buying ad space,
or creating a brand space or brand channels that enable consumers to interact with or
promote a brand:
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Chapter 9 Customer relationship management
Members of a community or social network will differ in the extent to which they are con-
nected with others. The most influential network members will be highly connected and will
discuss issues of interests with a wider range of contacts than those who are less connected
It is generally believed by PR professionals seeking to influence marketplace perceptions that
it is important to target the highly connected individuals since they are typically trusted individ-
uals who other members of the community may turn to for advice. But there is much discussion
about the influence of the influencers online. Researchers of community interactions believe that
it is the collective interactions between typical network members (known as the ‘moderately con-
nected majority’) that are equally important. For example, Watts and Dodds (2007) argue that
the ‘influential hypothesis’ is based on untested assumptions and in most cases does not match
how diffusion operates in the real world. They comment that ‘most social change is driven not by
influentials, but by easily influenced individuals influencing other easily influenced individuals’.
Although there is a clear wish to socialise online, site owners need to remember that it is
not straightforward to engage an online audience as they move between different sites. Only
a relatively small proportion will engage. Mini case study 9.4 shows that only a relatively
small number of site visitors will actively participate.
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