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Volume 28, Issue 2
1 April 2000
Strategy & Leadership Cover Image for Volume 28, Issue 2
Technical Paper| April 01 2000

Measuring the success of an online community

Joseph P. Cothrel
Joseph P. Cothrel
Joe Cothrel is vice president of research at Chicago‐based Participate.com, which provides online, community‐management services for Fortune 500 companies and leading dot‐coms (www.participate.com). He formerly served as a research director in Arthur Andersen’s Next Generation Research Group and as a senior researcher in the firm’s global best practices initiative.
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 1758-9568
Print ISSN: 1087-8572
© MCB UP Limited
2000
Strategy & Leadership (2000) 28 (2): 17–21.
https://doi.org/10.1108/10878570010341609

This article presents a new way of thinking about assessing the value of online communities. The author examines both the different kinds of communities and the specific ways in which these communities might be evaluated. Three concepts are important to measuring the value of these communities: the incremental value a community generates, how to determine community membership, and the importance of converting visiting members to using members.

Keywords: Return on investment, Customers, Employees, Job satisfaction
© MCB UP Limited
2000
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