How do online communities help business?
It’s a simple question without simple answers. During an SMT Live tweetchat last month, which I co-hosted, community builders from around the globe cited several ways businesses can reap what they invest in online communities.
I’ve been focused on this question for more than two decades, driven to better understand the ways organizations derive benefits from their communities. Through my research, I’ve identified six distinct ways that firms can benefit from community, and serve their customers better.