Customer loyalty and online community development

What factors keep an online community happy, involved, and engaged? The authors of this study (.pdf) found four primary things influence these three factors:

  • Purpose: Clearly define the purpose and values of the community space with a well-articulated and succinct statement so people who join the community know what to expect, while internally defining your (i.e., corporate) goal of the community
  • Monitor: Before you can know how a community vibe ebbs and flows, you must monitor the community’s interactions, and “embrace” community leaders perhaps by elevating their status within the community
  • Feedback: Implement meaningful rating systems (the authors site a rating system that reflects users’ behavior as an example of a meaningful rating system, as opposed to a simple “top ten” type system)
  • Organization: Clearly guide new community members about where to go, what to do, how to get acquainted, etc, while cuing or gently nudging existing users with meaningful suggestions and topics on how the community can grow and evolve

Related post: Community crowdsourcing and innovation

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