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October 22, 2007
The Value of Micro Communities
By Kai Blum
The most important change in the message board landscape over the last four or five years is certainly the rise of micro communities – online forums that are focused on one particular topic or product. Micro communities usually rank extremely high on search engines and no organization can afford to ignore them.
Let’s say a consumer is interested in buying a Saturn Sky roadster. A Google search on “Saturn Sky” brings up a micro community, Saturn Sky Forum, among the first five search results! Members freely discuss the pros and cons of their vehicles, and potential buyers will certainly be influenced in their purchasing decision by what they read there. Do a Google search for any vehicle and you will most likely find a micro community of vehicle owners listed in the top search results.
These online communities also provide organizations with valuable feedback on their products and their customer service and can serve as an early warning system if there are any problems. Furthermore, they can provide some up-to-date intelligence about competitors’ products.
In the field of online marketing, micro communities are a great opportunity to spread the word about new products. This can be done either by placing advertisements, such as Google ads, or by creating a dialogue with community members, such as responding to complaints, questions, and suggestions. Micro communities can become great allies if they are treated with respect and in an honest and open manner.
Posted by Alicia Dorset at October 22, 2007 02:44 PM
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