Creating value through communities : Contacts, content and critical mass

Purpose – This paper seeks to examine how to create value through communities. Design/methodology/approach – The paper focuses on the importance of contacts, content and critical mass in a community and the key role of embracing change. Findings – The paper highlights the importance of network “reach” and of a strategic, transparent framework known to the community. It contends that, without a guiding vision, there is no direction, and rudderless communities wither and die. Practical implications – The paper argues that those seeking to create and build a community need to design the environment in which it operates in a way that encourages and helps members easily to apply the most beneficial approach for all. Originality/value – The paper defines the real value of a network as the extent to which people who do not know you are talking about you to other people you do not know.