The power of your own diaspora: Learnings about the use of online communities

ProColombia, the national trade promotion organisation in Colombia, explored the value of establishing an online community of Colombians living abroad and the impact they can have on Colombian exporters.

Abstract

Ironically, in a world full of data, sometimes it is not easy to find the right information at the right time, and this is when the power of a strong and committed community comes to life. According to Gil McWilliam (2000), consumers-goods companies create online communities to build new relationships with their consumers and enable them to communicate with each other. In the same paper, McWilliam depicted how to measure the success of an online community through four important aspects:

  1. They provide a forum for exchange of common interests: the audiences may be geographically dispersed and dislocated in time,...

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