Comments on: The Dirty Secret of Online Communities http://kozinets.net/archives/363 Professor Robert Kozinets on Marketing Research, Social Media, and Marketing Strategy Mon, 21 May 2012 11:40:39 +0000 http://wordpress.org/?v=2.2.1 By: debora vaisman http://kozinets.net/archives/363#comment-5973 debora vaisman Fri, 07 May 2010 14:15:30 +0000 http://kozinets.net/archives/363#comment-5973 <p>Great post, very interesting post, thank you very much. </p> Great post, very interesting post, thank you very much.

]]> By: ronmeiners http://kozinets.net/archives/363#comment-5688 ronmeiners Tue, 09 Feb 2010 20:38:36 +0000 http://kozinets.net/archives/363#comment-5688 Hey Rob. Great post... though I'd add an intermediary layer... though I think in the long run it works out basically the same. Company X has a shyster marketing team, without any respect for their community. However, they hire an awesome community manager, who does respect and value the community... and it shows. The community thrives, at least in the short term. In the long term, of course, sans genuine interaction, appreciation, and understanding of the potential value they're squandering, company X is doomed, because there will come along competition that does value their consumers, and the impact they can have in areas like support, feedback and viral marketing. And in the long run the difference will be clear to the consumers... who will respond accordingly (including telling their friends). Some people do get it: the next wave of successful companies will be more integrated with their consumers than we've seen since the days of the village... or something like that! At least that's my take on it... Hey Rob. Great post… though I’d add an intermediary layer… though I think in the long run it works out basically the same.

Company X has a shyster marketing team, without any respect for their community. However, they hire an awesome community manager, who does respect and value the community… and it shows. The community thrives, at least in the short term.

In the long term, of course, sans genuine interaction, appreciation, and understanding of the potential value they’re squandering, company X is doomed, because there will come along competition that does value their consumers, and the impact they can have in areas like support, feedback and viral marketing. And in the long run the difference will be clear to the consumers… who will respond accordingly (including telling their friends). Some people do get it: the next wave of successful companies will be more integrated with their consumers than we’ve seen since the days of the village… or something like that!

At least that’s my take on it…

]]> By: Sloth http://kozinets.net/archives/363#comment-5683 Sloth Tue, 09 Feb 2010 08:34:01 +0000 http://kozinets.net/archives/363#comment-5683 You are so right Rob. And it's not a new phenomenon. In my many years as a planner in advertising I have heard managers talk that way, particular about people "from the outside" that were interested in the company in a degree that they where willing to file a complaint when something was wrong with the product and service. It just get more dirty online. You are so right Rob. And it’s not a new phenomenon. In my many years as a planner in advertising I have heard managers talk that way, particular about people “from the outside” that were interested in the company in a degree that they where willing to file a complaint when something was wrong with the product and service. It just get more dirty online.

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