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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.