Virtual Communities as challenges to real companies

Abstract

The Internet is considered as enabling technology that allows companies to create and nurture business-related online communities. Such "communities of commerce" are expected to be a key element in gaining and sustaining customer loyalty in the age of the Internet. In this paper, we argue that not only the creation of new online communities but also the appropriate treatment of already existing online communities is increasingly important. By example of an existing online community situated in the global conferencing system Usenet News, we outline that online communities may disseminate significant amounts of information about companies, their products, their bright sides, and their dark spots. Dissemination of such information may be supportive to companies but may harm companies and their reputations as well. An investigation of the Web sites of two multi-national corporations suggest that these corporations are not yet prepared to communicate with online communities. Finally, we outline ways to establish communication to the mutual benefit of companies and communities.