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Hello there.
Welcome to my presentation
on online community management.
My name is Dr.
David William Peck.
I am a teaching fellow
in marketing at
Loughborough
University in the UK.
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Over the course of today's talk,
there are four
learning objectives
that I would like to cover.
One, to critically evaluate
the scale and scope
of online communities.
Two, to make recommendations for
strategic online
community management.
Three, to evaluate
the various rules
of engagement required
for an organisation.
Four, to supplement the previous
three aforementioned objectives
with an array of examples.
The fourth objective is
interspersed throughout
this lecture.
Whilst going through
this presentation,
please consider some
of your own examples
within your own
industry and country.
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Within both academic
literature and
and mainstream marketing use,
brand communities and
online communities
are terms that can be
used interchangeably.
Indeed, within today's talk,
I will likely do the same.
The main difference between
these two terms, though,
is that brand community
specifically refers to
conversations around
a certain brand.
Be it Coca-Cola, Lego
or Manchester United
Football Club.
Whereas an online
community will occupy
the same online social space,
but it doesn't necessarily
have to anchor
itself around a
particular brand.
More specifically,
it could refer to
a social cause or
community initiative.
Features of an online
community include fostering
self-expression and
a sense of belonging
and people can find
comfort in anonymity.
