SUCCESS STRATEGIES FOR VIRTUAL COMMUNITIES

Several strategies are proposed by various expertise to maximize virtual community success. They are as follows

•  Analyze User Needs

Successful virtual community depend on accurate analysis of member’s needs. The community should be created according to its members’ needs and not those of the company promoting it, their advertisers or any other group outside the community. The needs of the community members need to be constantly reviewed and refined to ensure that the community is fulfilling its purpose. Community organizers cannot assume that all their members have the same levels of commitment and therefore the same needs. The following questions ensure the virtual community delivers its goals:

Who are the intended users?

• How will they be introduced to your community?

• What is the “critical mass” required for the community to be cost-effective?

• What do your intended users really think about the introduction of a virtual

community?

User surveys, industry newsletters and user discussions can also be used to allow the organization to explore what is most important in their users work lives.

•               Get Members Involved and Strengthen Community Feeling.

The key to becoming a successful community organizer over time is their ability to aggregate members, retain them and even encourages them to transact. Virtual Community should be formed around individuals who are highly motivated and willing to participate in the group - creating a higher commitment to the community. Members should also be able to locate or be directed to relevant people and stored information. The virtual community which fails to provide immediate, tangible benefits, will fail to impress users. Successful virtual community empower users with the ability to perform their current job more effectively

•       Do not Control Members

Freedom to choose the topics of discussion will allow the community to grow freely as will leaving members to resolve their disputes wherever possible. A moderator interfering will only result in limiting the amount of information discussed, and eventually drive members away. Marketers need to create discussion boards and risk allowing members discussing freely not only the company’s products but those of its competitors. The results can then be analyzed objectively and result in increased trust

•        Use Suitable Technologies and User Interface

Experts propose four key guidelines to create a successful technology strategy:

• Use proven technologies

• Use robust technology for information capture and analysis

• Avoid developing any technology in-house, and

• Use a modular technology architecture.

•      Assign Roles

As described earlier, different roles within the community allow for an increased level of dynamism. The roles allow the members to concentrate solely on their area, thus promoting a high level of focus within the community.

•      Community maturity

Management of the virtual community is essential. Timely, accurate and relevant content will attract users and make them return. Interesting, provocative material is vital to maintain the conversations. Successful virtual communities require regular monitoring for problems and modifying for the evolving needs of their members. Even the most successful virtual communities are works-in-progress, and user feedback should be used to redesign the web interface.

BY FOYA JOHN H.

BAPRM 42553