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Businesses Fail To Harness Full Potential Of Online Communities

The Deloitte survey found that businesses use online communities to generate ideas, discover products, and discuss brands, but many fail to draw a critical mass.

Businesses have begun to effectively use social media tools and online communities to promote interaction with customers and between employees, but they haven’t realized the full potential of online communities, according to recent research.

A Deloitte survey of companies sponsoring online communities found they use them to generate ideas, discover products, and discuss brands, but many fail to draw a critical mass. Deloitte’s "2008 Tribalization of Business Survey," found that most communities have less than 500 active members. Half the respondents said their biggest obstacle is to get people engaged.

By K.C. Jones
InformationWeek

Full Story: http://www.informationweek.com/news/internet/social_network/showArticle.jhtml?articleID=209101307

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