THE CONCEPT OF VIRTUAL COMMUNITY.

Virtual community can be defined as the community developed through the social networks as the result of connectivity of electronic devices like computer, telephones, tablets and the like through the internet in which members have opportunity to share whatever they wish in a group.

For any individual to participate in any community there are some conditions needed to be observed, and these are among:

Common language: for any person to participate in virtual community and be understood by others members there must be a common language which is accepted by all members.  This act like norms which guide the group because most of social media don’t have translator option, therefore language used should be familiar to every member in a virtual community.

  Presence of electronic devices: for any member to be included in a group he/she must own electronic devices such as telephone, laptops or tablets which will enable him/her to either see, read, listen what has been shared by others and also manage the owner of the device to share what he/she has.

 Clear understanding of the group focus: it is very important to understand the mission and vision of the group before you join or be added in order to share something relevant to the mission and vision of the group. This can be either basing on political, social, economical entrepreneurial, or academic issues. This will help members to avoid sharing of irrelevant topics or comments.  

Access to internet and connectivity: for any member within a group to be in touch with what is communicated in the group his/her device must be connected over the internet, which will enable then to interact with one another within the community, failure to do so it will be difficult to get information unless he/she gets face to face information, which is not entertained currently because currently majority have information on their finger tips.

Membership: For any person to participate freely within a community he/she need to be among the common members of whom they will be sharing the common interest. Example corporate communication personnel can formulate groups of workers within the organization, managers, customers or distributers.  These are related and it will be very easy to capture their desire, needs, and behaviour. By doing this the organization will respond positively to their stakeholders hence achieving organization mission and vision.

Knowledge and information about the group: having adequate knowledge of the group will help members to share something which is interested by members.  Example if the group is dominated by youth members will know what kind information to share in relation to youth,  the same to the elders.

To conclude corporate communication personnel has to make proper use of the virtual community in order to get feedback on how organization is perceived by stakeholders, what do they like most, and what do virtual community suggest to be improved, by doing this the organization will achieve its wide goal, as well as maintaining the excellence theory (two way symmetrical communication) in Public Relation as suggested by Edward L. Bernas.

By Chami Frida, A

BAPRM 42690