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, but there is wariness and cynicism about the benefits they provide and a recent report by Deloitte claimed that the majority of brand communities fail1. Having spent several years researching an online community it comes as no surprise to me that companies are wary about their prospects of success. While many communities fail to get off the ground, those that actually...

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