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 [...]

A Social Media Autopsy: A Eulogy for Bebo

or, Bebo: A Cautionary Tale

I am convinced that the study/observation/analysis of social media has been, to date, simply a prologue. Social media has been the “new frontier” which none of us have experienced before. Thus, most theories regarding it have largely been bald suppositions. This is not a bad thing: it is how the [...]

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.