Author Archives: Richard Millington

How to use social sciences to build better branded communities

Most branded community managers only perform a tiny function of their role. They ignore what community builders have been doing for centuries. They ignore decades of proven research into what makes communities tick.  We can change that by using a community management framework that’s based upon social sciences (not online marketing!).

The role of the community manager can be broken into eight distinct elements: the community management frame- work. It’s a template you can use for managing an online community. Read more on How to use social sciences to build better branded communities…

Why branded online communities are doomed

We need a radical rethink in how we develop online communities for brands. The approach we’re taking at the moment isn’t working.

At the moment, most branded community efforts fail. Few attract more than a handful of active participants. Even those that succeed, barely deliver the ROI they promised.

Read more on Why branded online communities are doomed…