Social Media: Understanding Online Communities Dr Axel Bruns Associate Professor Smart Services CRC / ARC Centre of Excellence for Creative Industries and Innovation Queensland University of Technology Brisbane, Australia snurb.info – produsage.org @snurb_dot_info 21 April 2010
Social Media: Understanding Online Communities
May 06, 2015
Presented at the Smart Services CRC Participants meeting, Sydney, 21 Apr. 2010.
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Social Media: Understanding Online Communities
Dr Axel Bruns
Associate ProfessorSmart Services CRC /
ARC Centre of Excellence for Creative Industries and InnovationQueensland University of Technology
Brisbane, Australia
snurb.info – produsage.org@snurb_dot_info
21 April 2010
Social Media
• Working definition:
– Websites which build on Web 2.0 technologies to provide space for in-depth social interaction, community formation, and the tackling of collaborative projects.
Social media = Web 2.0 technologies + Community
2
How Communities Work
• Communities are concentric – in values:
4
Shared knowledge
Key principles
Core values and beliefs
How Communities Work
• Communities are concentric – in membership:
6
Marginal members
General members
Community leaders
Growing the Community
• Encouraging constructive participation:
8
leaders
number of members
status
marginal members
encourage commitmentmodel desirable behaviour
Encouraging Brand Loyalty
• Developing closer brand ties:
10
Third-party spaces
Branded spaces
In-house space
participation pull
More Information
Axel Bruns
Associate Professor
ARC Centre of Excellence for Creative Industries and Innovation
Creative Industries Faculty
Queensland University of Technology
Brisbane, Australia
Email: [email protected]
Twitter: @snurb_dot_info
Blog: http://snurb.info/
Produsage: http://produsage.org/
LinkedIn: http://www.linkedin.com/in/snurb
Blogs, Wikipedia, Second Life, and Beyond:From Production to Produsage (Peter Lang, 2008)
11
Social Media Reports:
1 – State of the Art(http://snurb.info/socialmedia-vol1)
2 – User Engagement Strategies(http://snurb.info/socialmedia-vol2)
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