23 February Community Building

How do you grow a community online? There are a lot of sites that have a strong following and users feel a strong affiliation towards them. The usual networking sites like Facebook, YouTube, MySpace, Twitter, and LinkedIn are exciting because individuals update profiles and information and other network users enjoy reading about their peers; but the more interesting websites are the ones that weren't created as a community space. Most sites are attempting to create a communal feel allowing for website customization, welcoming comments by visitors, and allowing their visitors to slowly 'take over' the site. Here are a few examples of the transition from one-sided, business websites to public access, community sites.


Vineyard Vines does a great job of creating an on island, feel to an otherwise drafty Internet. The company started small 1998 and has sense grown to be nation and world wide (through the web) but they've still maintained small island appeal. By employing visitors to create a community through pictures and stories you feel right at home on their website. They also bring life to their clothing by offering short vignettes on their own friends, family, and community members. By clicking their 'Whale Tales' you get to know the local boat maker on Martha's Vineyard, the owner of restaurants, and their own employees, all creating a community atmosphere.

Lilly Pulitzer also caters to their loyal following and has built a virtual community through their website and use of facebook. The blog allows for exchange of ideas, information, pictures of everyday customers and fashion tips. This brings customers turned readers in on a regular basis and creates more 'excitement' around the line of clothing.

MooseJaw does a great job of combining corky information, emails, and their facebook group which keeps customers coming back for more. Their emails are often odd/silly and captivate the reader. It also draws a touch of personality to the brand and makes you feel like your a friend. An example of their Valentine's Day mass emailing. MooseJaw also employs a strong community via facebook and if you are a fan of Moosejaw Mountaineering everyday they run a t-shirt contest, drumming up business, interest, and return viewers.

Larger clothing stores are also catering to community. J.CREW has Jenna's picks, a designer who works at J.CREW. They are also sending out emails that allow you to "get to know your designer" and form a relationship.

Athletic based websites like Nike and Mapmyrun allow athletes to connect in a virtual space and keeps the audience active. Nike+ does a great job of organizing an online community. They host marathons that you can do independently and work at cultivating a group of runners worldwide. They also tie in charity run events, allow for blogging, group interaction, and even have a running singles link. Websites like these have turned into a social group and promote participation.

Boston.com approaches local issues and news by offering a comprehensive Boston based website. The site lists events, traffic, shopping, dining, daily politics news, local news as well as national stories of interest. It also creates sub communities by town giving viewers an in depth look at issues that affect their daily lives. Twittering stories, facebook, and comments are all user interaction applications. Bostonians use this site daily to find out what is happening in their community.