Howard 11 - 41

Design to Thrive - Creating Social Networks and Online Communities that Last

In this first section of his book, Dr. Howard discusses the differences between a social network, discussion groups/forums, adhocracies, and online communities. Each serves its own distinct purpose. Social networks, for example, are structure around the individual. An individual is at the center of the user-interface. For example Facebook is made up of profiles. Also, secondary connections are less important in social networks. For example Linkedin tells you the amount of people you are connected to via your initial connections. You might only have 10 connections, but those people are connected to another 100 it claims that you are connected to 100 people (through secondary connections). However it is possible that you have nothing in common with those people, and therefore do not share in "community" with them. Different from social networks, online communities consist of,

1.  "people who interact socially as they strive to satisfy their own needs or perform special roles, such as leading or moderating. 
2. A shard purpose, such as an interest, need, information exchange, or service that provides a reason for community. 
3. Policies in the form of tacit assumptions, rituals, protocols, rules, and laws that guide people's interactions. 
4. Computer systems, to support and mediate social interaction and facilitate a sense of togetherness.

These are different from "adhocracies", which are groups that come together for a cause or purpose and the disband. One example that came to mind for me was the online notification system for victims of the Tsunami in Asia. It was a community of people that emerged to notify and education fellow citizens about the goings-on of the Tsunami and the relief effort (it was also due to the fact that the government was incapable of providing similar information to its citizens). But that community has served its purpose and is now, for the most part, disbanded.

Another example that came to mind, and skirts the line between online community and "adhocracy" is the Survivor group in Jenkins, Convergence Culture.

The reason I hesitate to say whether this group is a full-blown online community, is because its future is determined by the success and future versions of the show. Without new survivor seasons the group's purpose would have to alter in order for it to survive. Currently its main goal is to discover the identity of the contestants and predict any eliminations throughout the show. It is, however, similar to online communities because there exist a system of rituals, protocols, and rules that governs how the community interacts with one another. There are also specific roles that certain people fill in the overall purpose of the group. Lastly the group serves a shared purpose.

Lastly Dr. Howard explores 10 reasons why a business/school/non-profit should invest in social networks and online communities. One of the most interesting ones to me was preserving institutional knowledge. Social networks and online communities provide a virtual filing cabinet of knowledge any given individuals contributes. Therefore if you have employees who leave, or work with interns often (with very quick turnover) these communities are incredibly valuable in preserving the knowledge and skill sets of those various people. Without them, an company would have to "start from scratch" each time a new employee or new intern is hired.