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Do Enterprises Have the Patience to Develop Communities?
There are certainly ways to encourage faster community maturity. Creating aggressive content strategies and adoption campaigns certainly helps. Having a constituency that is already familiar with social media tools is also helpful. Regardless of adoption and tool use robust communities require community leaders (not just sponsors), rich interactions between members, and a collective sense of the community as a whole. Those subtle characteristics cannot be manufactured in any other way but to have the community develop those traits organically over time.
Communities are one of the hardest types of organizations to launch, develop, and sustain. Two years is a reasonable ramp period and growth comes in fits and starts – metrics have to change over time too. I suggest the following:
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