Comunità online e feedback (Community Marketing Blues)

Uno stimolante white paper prodotto da Vovici   (scaricabile da Tmcnet qui) analizza alcuni aspetti delle attività di marketing rivolte alle comunità online.

Ci sono diversi passaggi che meritano approfondimento, e qui ve ne propongo in particolare due:

(…)

“The emergence of the online community has created a new opportunity for collecting meaningful and consistent feedback. While many associate the term community with social networking communities, like MySpace® and Facebook, companies and government agencies have seized the concept to create online communities of interest consisting of key stakeholders such as customers, constituents, employees, and partners.”

(…)

“Developing respondent panels from communities of interest also helps these communities grow and flourish. One important element for a community to thrive is the shared sense of presence and influence. This is achieved when the community understands the impact they have, as a collective body, in shaping the organization. Organizations communicate on a one-to-many basis with the community through numerous communication channels, and many-to-many communication exists through the indirect feedback and peer-to-peer communication inherent through blogs and forums. But a true community voice—the previously missing many-to-one communication back to the organization—is established when there is regular and consistent feedback. When community members see real evidence that the community has influence, it deepens their commitment to the process and encourages involvement.”

Sorge spontanea la domanda:  ma realtà come Facebook o Linkedin sono proprio ”comunità online” ? E di conseguenza come  si dovrebbero articolare azioni di comunicazione e marketing ? E hanno senso ?