More and more businesses want an online networking site for themselves or their customers. The key to success lies in understanding what’s appropriate.
“Community” continues to be the buzzword for businesses looking for a meaningful online presence. Everywhere you look there’s another company bragging about its online social network, either to embrace clients or consumers or even to unite employees. As membership in social networks such as Facebook and MySpace (NWS) continues to grow, brand-sponsored apps that tap into some network somewhere, somehow, have become common. But vibrant, successful communities are difficult to design and implement.