Growth of online communities
Online communities have grown as the internet has allowed people to easily communicate across distances, through mediums such as: email lists; online forums; and new ‘social networking’ sites like Facebook or myspace. Recently new websites such as Pledgebank.com have emerged with the sole purpose of facilitating connections between people in order to enable the creation of new groups, networks and communities.
What are the implications?
- Small potential markets develop online, allowing organisations to target the long tail
- Development of powerful marketing channels, where organisations reach new audiences by using their networks to spread a message to their networks.
- Digital exclusion risks marginalisation of sections of society.
- A rise of single issues due to the development of online communities of interest.
- A rise in international campaigns and movements due to a growth in global online communities.
Moving forward
Online communities allow voluntary and community organisations to better reach and enable marginalised groups or dispersed people to communicate, mobile and support each other.
- Is there a role for your organisation to support online communities?
- How can you reach new audiences and devolve some of your communications by asking your network to 'recommend' your organisation to others?
Online communities present membership challenges and opportunities for voluntary and community organisations. Top-down networks may not be effective, but reducing central control, risks a lack of control over your messages.
- Should your role be as a facilitator of knowledge creation and sharing rather than simply sending out information?
- As many membership benefits become freely available online can you develop exclusive benefits available only to members?
An engaged online community can be a significant asset for VCOs in many ways.
- Can you use your online community to help you develop policies or plans, or to help design better services?
Want to know more?
ICT Foresight: how online communities can make the net work for the VCS
Published by: NCVO Third Sector Foresight
Date: 2007
Format: PDF
What is it?: A report on trends in social networking and the risks and opportunities that social networks present for voluntary and community organisations. It covers how social networks have developed to date and how they are expected to develop into the future, and strategic opportunities and challenges in the areas of: membership; information and advice; transparency; collaboration; fundraising; and, marketing and campaigning.
How useful is this?: The report is aimed at VCOs and includes a short executive summary which includes a table summarising the key opportunities and risks that organisations should consider.
Blogs and Community – launching a new paradigm for online community?
Published by: Nancy White
Date: 2006
Format: Web (also available as a podcast, word or pdf document)
What is it?: An article on how new Web2.0 technologies are changing the nature of online communities.
How useful is this?: This excellent article explains very clearly the difference between the online communities of the last 10 years (eg online forums, email lists etc) and the new fluid social networks that are now emerging based around blogs.
Published by: Michael Gilbert
Date: 2006
Format: Web
What is it?: An article on how the internet is fundamentally changing the relationship between organisations and their stakeholders.
How useful is this?: This is a short, well-written and persuasive piece. A must-read.
Recent discussion
How will this affect your organisation? Have you considered it during your strategic planning? Can you share any interesting relevant links?Join the discussion!
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Karl
Third Sector ForesightThere is an interesting quote on Wikipedia’s internet entry from an american writer called N J Slibbert of the Urban Land Institute. He states that “the Internet is fast becoming a basic feature of global civilization, so that what has traditionally been called civil society is now becoming identical with information technology society as defined by Internet use.”
Interesting comment, especially given other drivers on here regarding the digital divide and the critique of Robert Putnam (which I think he has subsequently addressed) that theories about the decline of social capital failed to take account of digital communities.
The quote is orginally attributed to: Slabbert,N.J. The Technologies of Peace, Harvard International Review, June 2006 and can be found here This is actually an article about the US peace corps and its role in international security (!), and the idea that technology is civil society is not expanded.But its an interesting idea that needs exploring.
Emma
On average UK adults spend 36 minutes online each day. A quarter of UK web users are over 50. 18 to 24 year olds spend almost 38 hours each month online*. The new media world is growing rapidly and yet it’s still the most under used form of communication employed by charities.
VAMU have just set up a new free website www.volunteergenie.org.uk which gives lots of information and tips on how charities can use the power of the media to attract more volunteers. There’s a section on new media and social networking sites.
Dhara
I read an interesting review on pickled politics of a new book by Clay Shirky – Here comes everybody
I think that the summary of the book in the blog post, particularly the discussion about online vs offline campaigning, is really interesting, and I like that Shirky seems to address the potential negative consequenses of new technologies too.