Members of Virtual Communities

When considering implications of Web 2.0 for public relations, it helps to take a look at the marketing literature. In his article "E-Tribalized Marketing?: The Strategic Implications of Virtual Communities of Consumption," Robert V. Kozinets identifies various types of virtual community members based on their interest in the consumption activity and social ties within the community. The result is four distinct types of virtual community members:

Tourists simply pass by the community with only superficial interest or social ties.

Minglers maintain strong social ties while marginally interested in the consumption activity.

Devotees maintain a strong interest and enthusiasm in the consumption activity but have few social attachments to the group.

Insiders have strong social ties and strong interest in the consumption activity.

If you're wondering why Web 2.0 media is important for public relations, consider the Insiders. Insiders are opinion leaders whose high informational and social exchanges make them key influencers in a virtual community. Word of mouth ranks high on credibility and having highly influential advocates online offers tremendous advantages. Insiders can help or hinder your reputation, making them important stakeholders for public relations.