Information Technology Reference
In-Depth Information
Online communities also include reputation aggregators like Google,
Yahoo!, Ask and MSN, which are used for rankings and web references for
searchability and findability. However, they continuously feature elements
that enable interactivity and dialogue among users such as Google Talk,
MSN Chat and Google Groups.
Another type of e-community platform is e-zines which are online maga-
zines that include interactive features that enable sharing and discussions such
as comment posts, ratings and forwarding. Some other e-zines like Luxe-Mag.
Com (Figure 3.16) have discussion forums integrated in the website. Fan web-
sites are the websites that are created around specific brands by independ-
ent users who wish to share their love for the brand with others. The website
Fanpop's “Quintessentially for Louis Vuitton” which was created by Louis
Vuitton's fans is one such. Other types of e-communities include non-social
websites that have interactive features such as American Express and CNET.
The lines that separate these communities and websites seem to be blur-
ring, particularly as mainstream websites are continuously integrating inter-
active features supported by compelling content that are required to maintain
a high traffic stream to a website. The parameters of these features and the
way they should be applied on the different kinds of websites currently
appear to be haphazard and unclear in terms of form and structure. This is
because the social web is currently growing rampantly in different directions.
The social web will eventually self-organize and when this happens, it will
become the most critical marketing medium for both luxury brands and oth-
ers. In this scenario, the social web will become the primary center of activ-
ity for consumers worldwide whether they are seeking to shop, plan, learn,
be informed, be entertained, communicate or play. This will reinforce the
change that is already taking place in Internet marketing where the consumer
Figure 3.16
Online luxury business magazine Luxe-Mag.Com uses its
integrated discussion platform to highlight relevant issues affecting the luxury
sector and encourage its readers to share their viewpoints in an environment
that fosters community, trust and independence
