Category Archives: Social software

Networks vs communities

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“I do see opportunity for traditional online communities to take a new look at member profiles and how they can be used build identity. Participation in discussions should not be the only way to have an identity in an online community. ” (Commoncraft, 2004)

To summarise in my words: social networks = linking via people’s profile & their interests, so don’t need to post to be ‘active’. Online communities = linking around discussions.

  • Is there a hybrid case here in late 2008 and what would it lool like?

Customers + social networking = value/recession

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During a recession social applications such as communities, social networking sites and word-of-mouth marketing will prove worthwhile because they depend not on a diminishing ad budget, but on an abundant resource: customers, so says the new Awareness report which in turn quotes Forrester Research:

“Conventional wisdom says that experimental media get cut in tough economic times. But social applications like communities, social networking sites, and word-of-mouth marketing are proving themselves, and they depend on an abundant resource — your customers — rather than a scarce one — advertising dollars. In a recession, social applications with measurable results will pay off.” (Forrester Research, Strategies for Interactive Marketing In A Recession, February 2008)

Note: it’s the measurable results that count!