Ghost towns or vibrant villages? Constructing business-sponsored online communities

Businesses are being encouraged to construct online communities to interact with their customers and to realise the many benefits such communities offer. These benefits include enhanced brand recognition and more opportunities to develop close customer relationships. However, there remains little understanding of how such communities should be developed and maintained and many have failed, languishing as 'ghost towns' online. A case study of Lonely Planet examines the way in which the travel publisher has established a vibrant online community with more than 250,000 members. Analysis shows that the company has integrated the elements of a socially constructed community with those of a business one. Lonely Planet has increased the value proposition for their customers while nurturing a sense of social belonging. This case study of a vibrant business-sponsored online community contributes to more understanding of how such communities can be developed.