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Measuring the success of an online community

Measuring the success of an online community This article presents a new way of thinking about assessing the value of online communities. The author examines both the different kinds of communities and the specific ways in which these communities might be evaluated. Three concepts are important to measuring the value of these communities: the incremental value a community generates, how to determine community membership, and the importance of converting visiting members to using members. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategy & Leadership Emerald Publishing

Measuring the success of an online community

Joseph P. Cothrel
Strategy & Leadership , Volume 28 (2): 5 – Apr 1, 2000
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5 pages

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
1087-8572
DOI
10.1108/10878570010341609
Publisher site
See Article on Publisher Site

Abstract

This article presents a new way of thinking about assessing the value of online communities. The author examines both the different kinds of communities and the specific ways in which these communities might be evaluated. Three concepts are important to measuring the value of these communities: the incremental value a community generates, how to determine community membership, and the importance of converting visiting members to using members.

Journal

Strategy & Leadership – Emerald Publishing

Published: Apr 1, 2000

Keywords: Return on investment; Customers; Employees; Job satisfaction

References

  • Ms. Stewart’s advice for how to improve Kmart: ask Martha
    Coleman, C.Y.
  • Getting the most out of online discussion and collaboration
    Cothrel, J; Williams, R.L
  • The one Internet metric that matters
    Gurley, B.
  • Riding the wild, perilous waters of Amazon.com
  • Experienced internet shoppers satisfied with online shopping
  • Forrester Research
    Allen, L; Charron, C; Shindler, S; Grimsditch, T; Shepard, A
  • Guerilla marketing: breaking through the clutter with word of mouth
    Slack, M.; Terrance, R; Keene, P; Johnson, M
  • Forrester Research
    Sonderegger, P; Manning, H; Weisman, D.E; Souza, R.K
  • Four out of five users never re‐visit the average Web site
  • Making the most of customers
    Baveja, S.S