WebWise Solutions

Corporate websites differ from corporate web communities in some very distinct and important ways, and as this genre develops, the differences become clearer and clearer.

Here's one good way to think about it. These are excerpts from "The 12 Principles of Collaboration" by Mongoose Technologies.

Take a look at these, and see how your corporate web presence stacks up. Do you have a website, a community, or both? Knowing what you have, and how to use it correctly is the key to successful marketing on the web.

1. Purpose
“Community exists because the members share a common purpose which can only be accomplished jointly. Community performs a necessary and useful function for members.”

2. Identity
“Members can identify each other and build relationships.”

3. Reputation
“Members have reputation based on their activity and the expressed opinions of others.”

4. Governance
“The facilitators and members of the community assign management duties to each other, allowing the community to grow. Members agree that their behavior can be regulated according to shared or stated values.”

5. Communication
“Members must be able to interact with each other, to share information and ideas.”

6. Groups
“Community members can segment themselves according to specific interests or tasks. Members can relate to each other in small numbers."

7. Environment
“A synergistic environment helps members achieve their purpose.”

8. Boundaries
“The community knows why it exists and who is outside and inside.”

9. Trust
“Members must be able to build trust over time with other members and the community facilitators. Members know with whom they are dealing and that it is safe to do so.”

10. Exchange
“The community recognizes an exchange of value, from knowledge and ideas to goods and services. Members can easily indicate their preferences and opinions.”

11. Expression
“The community has a recognizable character and members are aware of what other community members are doing.”

12. History
“The community remembers what has happened and reacts and changes in response.”

NOTE: Customer.Community uses Twelve Principles of Collaboration* as a basis for understanding the foundational tenets of virtual community building. The twelve principles were defined by RealCommunities (enterprise collaboration components offered by Mongoose Technologies).

* Developed by Cynthia Typaldos, Co-Founder of GolfWeb, Founder of RealCommunities, President of Typaldos & Associates.