White paper

Who Owns Community?

Business Intelligence, Unified Communications
Participating Company: 
Patricia Seybold Group
Participating Analyst: 
ETM analyst

Online communities and social networks are changing the ways organizations do business in this customer-empowered, Web 2.0 world. Different companies have taken different paths in defining the ownership of community initiatives. But community is, almost by its very nature, a cross-departmental thing. Interactions with community members, therefore, don’t always fall neatly within the established (and often guarded) lines that define business units.