The Enemy Within: Deconstructing the Myth of Communities and Constructing the Social Product

Nick Gadsby

The article argues that there is a general tendency to misunderstand online communities: they are seen as `authentic’, `honest’,’ open’, `real people’, in contrast to companies which are seen as disingenuous, deceitful, and imposing artificial’ constructs.

The Enemy Within: Deconstructing the Myth of Communities and Constructing the Social Product

Nick GadsbyAssociate Director, Lawes Consulting

INTRODUCTION

The idea of building and using online communities to develop brands is becoming more and more popular,...

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