Whether that community is entertainment or good business will depend on its credibility and quality, and whether users can effectively navigate the commentary. Much has been written on the value of communities, and all too often sites consider community to be synonymous with chat. The key to using community effectively is facilitating a process that is meaningful for users, and understanding the connection between community and the site's business model. Finally, sites are well-advised to consider whether community should be built or bought from both a cost and a credibility standpoint. Diana Cirillo is responsible for developing e-business service offerings for Gartner's consulting organization.
Members receive information needed to buy or sell a product.
In commerce sites with communities, studies show that many people come to the communities specifically for help in making a purchase. Community members tend to spread the word about products and companies they love. By joining, visiting, or participating in an online community, members signal their interest, making it easier for vendors to send relevant offers their way. Studies show that people are seven times more likely to respond to advertisements in e-mail newsletters that they have volunteered to receive. Four out of five visitors never revisit the average Web site.