Offline Behavior Drives Online Usage - Lessons for Business Development
Startup Review wrote a great case study on Facebook. The main takeaway for me is that offline behavior drives online usage. Other examples of community sites that fit this bill are Gay.com, BlackPlanet.com, and iVillage, all of which are successful sites that were created to serve an existing community. They were not communities created online from within another site. Looking at sites like Linkedin, which is on it’s own a very successful site and one that I like very much, has tried to create communities from within its site as exempliefied by university and professional affiliations. This has not worked nearly as well external sites serving these same groups. If you’re a mainstream service trying to create niche communities, you would be better served trying to partner with existing sites that serve these niche groups than to try building the community yourself.
