Re your first question, the criteria for member selection are driven by the client. So, for instance, Godiva might want a community of all “chocoholics”, 1/2 who love Godiva and 1/2 who buy other types of chocolate. Our amazing Member Services team, then handles the recruiting, selection, screening, etc. — as well as execution of the member agreements (confidentiality, etc.). The communities are hugely vibrant (even the tough ones have over 50% participation because we have designed our software and services around what we've learned after doing 350 of these (not all successful, I might add). Our PhDs have studied the echo chamber effect extensively, and actually, we've found that people get more honest over time. It's the same as in the offline world: when you build real relationships and trust, people tell you the truth rather than what they think you want to hear. Of course, we refresh our communities from time to time if the client isn't getting insight. If you have more questions, scream! @communispaceceo.

Re your political example, the problem with Ning is that it's a tool. You can have great technology, but if you don't know how to make a community really “sing”, you can set up a zillion communities, and they'll be dead. That happens all the time.

Best,
Diane

Great interview on brand communities with Diane Hessan … good to remember that small can be good. [link to post]

– Posted using Chat Catcher

Great interview on brand communities with Diane Hessan … good to remember that small can be good. [link to post] – Posted using Chat Catcher

Great interview on brand communities with Diane Hessan … good to remember that small can be good. [link to post] – Posted using Chat Catcher

1. The value of private communities. I’m curious about how individuals are chosen to be part of these communities…or is there an application to join? I have mixed feelings about whether private communities really work (though acknowledge and respect Diane and Communispace’s experience). My reservations are largely in how these “engineered” and exclusive communities remain vibrant and not calcify into echo chambers. What are the risks and how are these risks mitigated?

2. Political usage of community. In the November elections, we saw one gubernatorial candidate use a Ning community site to engage his supporters. While some things worked, I was disappointed by much of the effort…mostly because there was little true community guidance and understanding of how online communities are best built. So, there is definitely a play to made here.

Great interview with much to chew on.