In order to answer or to discuss the need for an interactive community, I would refer to one of our blogs “Can Your Brand Thrive WITHOUT Online Social Media?” which we have discussed the need of web advertising. There, we see that some companies might be better if they don’t get involved with this new media channel.
The example given –weather.com – is a good start point for our discussion. It goes back to the same principle of any business…how are they paying their bills? How do they profit?
We know that the web can be a good source of revenue if used wisely and in line with the company objectives and goals. As we saw, it doesn’t make too much sense for Boeing to have an interactive web page.
Another example would be a private school. Private schools should have a web site to help parents follow the school activities, children’s files, calendars and so on.
However, if the school tries to get feedback from the parents by starting an interactive community, it would be filled of complaints instead of constructive exchange of information.
For the weather.com, the first question should be if the company needs the revenue from the web to support itself while having the web page. They may need feedback from people that access the site to create a better environment but I don’t see a benefit on having an interactive community.
Next, a list of some websites where interactive communities are not present:
www.colegiocemp.com.br
www.amil.com.br
www.embraer.com
Interactive community:
www.theacornonline.com/comlink-00.html
en.wikipedia.org/wiki/Virtual_community
wiki.answers.com/.../What_are_the_benefits_of_using_internet_services_to_a_community
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