Online community management

Published on September 30, 2022   17 min

A selection of talks on Management, Leadership & Organisation

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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.
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.
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.