Online Community Engagement and Participation

Online community shows two general behavior patterns, namely active and passive online community behavior. These two patterns combine to be identified as online community engagement and participation.

Online Community Engagement and Participation

Active online community members are the ones that ask questions, comment or engage in other means, depending on the nature of the site and its online community. These members add the greatest value and are often acting as brand ambassadors or influencers.

Passive online community members are the good folks that arrive on the site, seek answers and information, and watch the activity activity in general.

The passive members of online communities or "lurkers" are vital in the food chain. We are able to influence them by the mere fact that they may be frequent visitors to the website and thus open to our marketing message. Do you see the opportunity in creating an exciting optimized site, attracting an online community, and then influencing them with your subtle marketing message? Welcome to the world of engaged online community!

Studies show that virtual community engagement and participation is often a reflection of the way that members see themselves in their local community, or an exact opposite.

In many cases members join an online community in order to feel needed, or to make friendship on their own terms. Social community is sometimes seen as a way to alleviate social community voids.

It has further been noted by sociologists that global virtual community may have the effect of aiding members in active engagement with their local real world community.

The challenge in using online community for brands is creating the correct environment where customers and prospects feel comfortable in their participation and engagement! They should feel comfortable in engaging freely!