Secondly, people fell in love have different way between before. People using social networking can ‘practice of building up or maintaining informal relationships, especially with people whose friendship could bring advantages such as job or business opportunities.’ (Miltiadis . Lytras, Pablos 2009). In this new world, people are using relationships online and become wife and husband. This way maybe can help people exchange ideas very fast. According to Miltiadis . Lytras, Pablos (2009) point out that’ people want to share knowledge, establish relationships, and even work together using web environments.’
Thirdly, people do not have to see their friends a lot, but they still can know the friends’ life of new information between you and your friends.It is very useful for city people, because they are busying with their work, school or family, sometimes they do not have time to contact etch other. The online communities will be the good way for people keep in touch, even they are not in the same country, and they also can do it online.
On the other hand, we also can see the online communities of the net web have many fakes in there. Some people may be thinking no bodies know them, and then they could do something badly without other people know it.
Therefore, we should be careful to thinking about online communities of the crime, but we know the online communities of using population are increasing. People need to use it, because it is bring out large requirement market. Nowadays, people can not without online communities in their life.
All the content above have focused our attention on virtual communities from the perspective of how they can contribute to electronic commerce rather than viewing them as a pure social phenomenon. So I will discuss weaknesses of virtual communities which are often neglected by people.
To start with, privacy is a major concern to virtual communities. More exactly, you have to give your personal details like demographic, lifestyle and interest information to the community organizers if you want to register. The original purpose is to better meet member needs for social and commercial interactions. As a senior citizen may like to interact with other senior citizens who have similar interests and concerns. The community organizers also need the information to maintain the relative homogeneity of the community in terms of demographics/or interests. However, users will suffer hack attack by accident with damaging whose net source. More worse, personal detail losing online induce certain harassment by phone or text in real life. Furthermore, a part of communities still stay a sense of innocent, which means a system is easily breakdown, less secure.
Consumers have suffered confusion from over-choice products and mass commercials in today’s market. ‘How could we find a better way to capture consumers’ attention?’ seems to be the heart sound from all marketers. With rapid growth of online communities, marketers take a fancy to the opportunity of doing business online by using viral marketing. But why marketers targeted on online communities? Will there be any benefits for them? Online communities could build a community with social interactions. For example, there is a new taste of chocolate bar in the market. You haven’t tried yet. But your friend had already tasted and loved it. He has talked about this chocolate bar on facebook with his friends. In facebook everything can be posted via the post or the feed. Then his friends are willing to try this new product, even his friend’s friends. This is online word of mouth which has been frequently used in today’s markets. Blogs, discussion board, customer ratings and reviews has a strong impact on customer’s behaviour. In marketers’ point of view, these coversations are public and costless which could achieve profit maximization. Therefore, online communities has established a visual communities with credibility and trustworthiness among consumers.
Nowadays, online community has become one of the most important network applications, many enterprises and organizations have set up the corresponding online communities, but how to make your online community for you to generate more value? Recently, a study named "The 2008 Tribalization of Business" researched more than 140 different online community organizations.The results of the study show that the biggest value of online communities for these organizations is to increase word-of-mouth (35%), increasing brand awareness (28%) as well as increasing customer loyalty (24%). There is no doubt that the network community of enterprises is an effective marketing and customer management tools.
The factor which prevent online community producing value which it should be have is neither a technology nor money, but how to attract users (51%), how to increase the time management of the community (45%).
In the survey, these organizations consider the essential elements of online communities include: ability to link similar groups (54%), help others (43%), whether or not there is a hot topic (41%),quality of community management (33%) and so on.
The survey also found an interesting phenomenon, that is, there are differences between organizations set up the original intention of these communities and their actual implementation of the contents.
All the survey results show that the majority of enterprises have set up an online community that can bring them value which can not be ignored; a lot of enterprises have realized the importance of online communities. In the specific implementation process, however, most of the lack of experience, strategies and methods of selection has a lot of uncertainties. I think the problem here can try to use these two responses:
1. Full-time staffing
At present, most enterprises and online community-related work, are by the market department personnel to act as or are simply outsourcing. In my opinion, the company's brand and product knowledge and network of community and cultural expertise are the management of online community’s prerequisites. In this way, the company has a special person to be responsible for this part of the work, which is a relatively good solution.
2.New technologies and the use of Service With the Web services platform and a variety of data continue to open up, there are a lot of problems can be resolved or the adoption of technology to improve. For example, Google OpenSocial, Facebook Connect will be able to assist and so on are very convenient for companies to attract users, and facilitate the management of the relationship between users. Even if companies do not particularly high technical examples, a lot of website provides a variety of easy-to-use API can also help enterprises improve the interactive online community. In addition, the online community should become part of its overall strategy to further enhance its corporate value. However, to do this one for a lot of enterprises have a long way to go.
Reference
Lucas Introna 2001 ‘Recognizing the limitations of virtual organizations’ E-commerce&V-business
Miltiadis D. Lytras, Patricia Ordonez de Pablos 2009 ‘Integrating Semantic Applications and Web 2.0 Technologies’ Social Web Evolution Idea Group Inc (IGI)
Haig, M. (2001) The E-Marketing Handbook: An Indispensable Guide to Marketing Your Products and Services on the Internet. London: Kogan Page Publishers.
Hu, N., Pavlou, P.A. and Zhang, J. (2006) ‘Can Online Word-of-Mouth
Communication Reveal True Product Quality? Experimental Insights,
Econometric Results, and Analytical Modeling.’ Information Systems
Research. [Apr. 2006]
Iriberri, A. and Leroy, G. (2009) ‘A Lift-Cycle Perspective on Online Community
Success’. ACM Computing Surveys. 41, (2) [Feb.2009]
Jacko, J.A. and Sears, A. (2003) The Human-Computer Interaction Handbook:
Fundamentals, Evolving Technologies, and Emerging Applications. Lawrence
Erlbaum Associates.
Preece, J. (2000) Online Communities: Designing Usability, Supporting Sociability.
Switzerland: John Wiley
Whitworth, K. (2008) ‘What Online Community?’ Business Week Online. P2-2, 1p
[22.12.2008]
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