This summer, lots of new research is being published focusing on the real-world
impact of social technologies. While going through my Twitter inbox I came across a post on one of the Wall Street Journal’s blogs citing a Deloitte study indicating that most online communities are “virtual ghost towns.” According to the Journal:
“Businesses launching online communities repeat a series of blunders. First, they have a tendency to get seduced by bells and whistles and blow their online-community budget on technology. Moran suggests that businesses spend resources identifying and reaching out to potential community members instead of investing in software that makes predictions, or even social-networking technology.”
Deloitte also notes that another major reason most online communities fail is that many of them are not staffed appropriately.
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This research provides interesting food for thought. I’d love to hear what you think about it. I recently launched a Facebook page for my firm Envision Solutions, LLC. The first topic on the page's discussion board is related to this study. To visit the page, please click here. To receive updates about new discussion topics and research from Envision, please consider “becoming a fan” of the group.
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