Achieving an efficacious online brand community

Online brand communities are popular vehicles for gathering consumer intelligence (e.g., pre- and post-purchase information) and fostering brand affiliation (e.g., generating buzz, increasing loyalty). However, effectively (and efficaciously) managing these communities remains something of a mystical art akin to voodoo, relying as much on luck and happenstance as on strategy.

An MIT study of such [...]

Brand-based online communities

A burgeoning number of brands are establishing consumer-centric online communities. A January 2012 University of Michigan study suggested that consumers spend, on average, 19% more after having joined such a brand-based online community.

“After controlling for several factors, the authors found that the quantity and quality of friendly relationships with other customers was key. Customers [...]

Internet addiction highlighting new problems in China

While tales of internet addiction have been pouring out of China since 2002, more attention ought to be paid to the solutions being implemented to address it. WIRED magazine’s Christopher Stewart drives this home in a chilling tale of a family’s struggle with internet addiction and their decision to send their son to an addiction [...]

Hikikomori – a digital recluse?

In the March 15, 2010 edition of Newsweek, Devin Stewart reports that “the estimated number of hikikomori” is burgeoning. Hikikomori, as it turns out, is the Japanese term for “shut-ins who have given up on social life.”

Stewart seems to suggest that this is related to the miserable economy, where Japan’s massive debt has contributed [...]

Email Addiction. Side-effects: Stupidity.

Way back in aught 08 (September 2008), I wrote about the building evidence for Internet addiction. The March 2010 Entrepreneur brings us an article by Joe Robinson  (“Email is Making You Stupid“) which explores several aspects of technological addictions – including the harmful side-effects.

This article suggests that the burgeoning amount of emails, instant messages, [...]

Facebooking, authentically

Contrary to the expectations of many (myself included), a recent study suggests that individuals might express a more authentic personality/self through social media (e.g. Facebook) than in person. Read Sarah Perez’s description of the study and its implications here.

Influence & Twitter

Michael Krigsman describes how to measure influence on Twitter in “Social networking: Influence, follows, and ‘nexus leaders.’”

[Blog] carefully, for you [blog] on my [goods or services?]

Bloggers beware! According to guidelines published by the FTC in October 2009, writing about goods or services – personally or professionally – makes you a target for investigation by the FTC. Your spidey-sense should tingle especially if you have received free goods or services which you then write about – unless you disclaim your “material connection” [...]

Capitalist 2.0

“80 to 90% of user-generated content on the web, including comments and questions, is created by less than 10% of web users,” according to Rubicon, a strategy and marketing consultancy [1]. The findings included in their most recent report must seem a breath of fresh air to  Jack Nielson, who predicted somewhat similar numbers two [...]

Can You Put Down Your Mouse? Your Cell Phone?

It seems very likely that Internet Addiction will be included in the DSM-V, due for full publication in 2012 [1]. Are you surprised? Are you informed? Read more about what constitutes Internet Addiction and how it is impacting people all over the world:

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