» The fallacy of community - Marketing Conversation - New Marketing and Social... - The Diigo Meta page

• 05 Aug 08
  

  Nancy White

  online_community

• 01 Aug 08
  

  Michel Bauwens

  the term “community” is now so overly used and utterly misconstrued that it has become meaningless as a way of capturing the true essence of what it really is.

  P2P-Communities P2P

• 27 Jul 08
  

  dsnetbiz

  Companies misusing the term community for their marketing strategies.

  community marketing

• 25 Jul 08
  

  Sharon Elin
  • The unfortunate truth is that the term “community” is now so overly used and utterly misconstrued that it has become meaningless as a way of capturing the true essence of what it really is. It has now become a catch all phrase
  • Most companies and their brands don’t have communities-in-waiting. They have users. They have customers. And often those users or customers have no desire to be “engaged”. They simply want to buy the product, use it, and move on.
  • 6 more annotations...
  • • I have no desire to be part of a Tropicana No Pulp Orange Juice community. I wouldn’t necessarily feel an affinity with others who like to drink it. I don’t need to get in online conversations about the juice or get email newsletters or connect with other users of the drink. I’m a loyal customer. Tropicana doesn’t need to “engage” with me. Just keep making great juice.
    • simply having a group of signed up members that is not, within itself, having a community.
    • 4) A community must be composed of members who have a dedicated interest in the subject at hand.
    • shared experience or interest
    • Think BlogHer. Think of how a group of thousands of women came together to formulate an organization, an online publication, a conference. They are the essence of community.

    • Large groups of users of a diverse service aren’t members of a community

      
      

      They’re just users.

• 

  Jeff Johnson

  The unfortunate truth is that the term “community” is now so overly used and utterly misconstrued that it has become meaningless as a way of capturing the true essence of what it really is. It has now become a catch all phrase often used by social media strategists to describe an ideal that doesn’t exist. It’s become a presumptive description of customers or of end users in whatever form they come in, positioning them as already wanting to connect to a product line or a company. Many in social media end up contributing to this echo chamber, maintaining their standing in online discussions all the while causing damage to the concept as a whole.

  fallacy community marketing meaningless online discussions social media social_media

• 24 Jul 08
  

  Bob Bartley

  Definition of community

  fallacy community

• 

  Barbara Reid

  community

• 

  Phil Liff-Grieff

  community cop Community_of_Practice marketing

• 

  John Blake
  • And often those users or customers have no desire to be “engaged”. They simply want to buy the product, use it, and move on.
• 

  adina sullivan

  Thx to Vicki Davis for link

  news socialnetworking article

• 

  Lennie Symes

  socialnetworking community tiedc

• 

  Alan Levine

  the term “community” is now so overly used and utterly misconstrued that it has become meaningless as a way of capturing the true essence of what it really is.

  community socialnetworking hznmc

• 

  Vicki Davis

  Jonathan Trenn writes an article on the "fallacy of community" that many of the vendors at NECC should read. Edubloggers / educators/ educational groups of people emerge because we want to. We create a community when we need to and have the passionate desire for a common purpose. However, the word community and social network was so overused at NECC this year as to become a curse word.
  
  Used by people told it was important but who may not understand it themselves. This is a great article and strikes a cord with me.

  education researcher_thoughtleader edu_trends

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