I found an interesting little post in Ben Worthen’s WSJ blog yesterday plainly titled “Why Most Online Communities Fail”. From my perspective, it couldn’t be any more clear than what’s expressed in this post. Aligning the proper objectives with any marketing or business initiative is at the root of measuring success for advertising, media relations, direct marketing or, in this case, an online community.
Too often, marketing professionals fail to see the “proverbial forest through the trees” and we should all strive to do a much better job of this. It’ll not only help us to accurately measure our efforts but also help us develop a better process for how we think about the meaning and value of them.
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