Research
Mike Hall FREELANCE

How online brand communities work

December 2009

?Ever since the explosion of social networking, businesses have been trying to work out how online communities can be harnessed to help them grow and perform better. As with anything new, experimental activity is essential, but the varied uses of online communities, the inconclusivity of results and practitioners’ focus on the mechanism rather than the purpose mean that we are faced more with doubt and confusion than with a clear and coherent view of what their business role can be ...