Last week’s post generated considerable feedback. Here is some clarity:
Following | Community |
| Short-term | Long-term |
| Quick growth | Slow growth |
| Focus on growth | Focus on engagement |
| Unlimited # members | Limited # members |
| Limited interaction between members | High interactions between members |
| Fixed strategy | Emergent strategy |
| Easy | Hard |
| Coca-Cola | Innocent Drinks |
| Develop audiences for products | Develops products for the audience |
| Homebase | Wiggly Wigglers |
| Content about topic | Content about community |
| Centralized control | Share power with top members |
| Reactive to questions | Stimulating discussions |
| Any products | Sociable products |
| Audience wants info about products | Audience wants info about each other |
| Build relationships with group as a single entity | Build strong relationships with top members |