The sale signals a significant shift in strategy, with iVillage focusing less on commerce and more on advertising and sponsorship revenue. Online communities are not only changing e-commerce and the way users congregate on the Net, they are also profoundly influencing how Web builders work with companies to attract repeat business. Cirillo adds a cautionary note to site builders looking to create a community dynamic. Also, for many sites, users aren't interested in participating in the company's community, so it can be a highly visible failure. As a result, building community can be a high-risk venture.
People participate in communities only in as much as they add value to their lives.
The usual metrics used to gauge communities are page views, unique visitors, registered members, postings by members, repeat visitors, and audience participation in live events. Cirillo concurs, and says one of the biggest mistakes purveyors of community make is aggressively signing up new members without explicitly stating the benefits of membership. In a year and a half, the site has gone from a little-known garage band to an ensemble of 252 employees playing in the giant stadiums of IT pros. In an average month, TechRepublic logs more than 10 million page views. Users find jobs, buy products, learn of upcoming technology events and conferences, and keep abreast of industry trends through expert analysis, columns, and articles.