Information and Communication Technology Policy and Strategy - Coursework Example

Title: Virtual Communities Student’s Name: Instructor’s Name: Course Name and Code: University: Date of Submission: Introduction Virtual communities refer to a network of individuals that are usually formed on a social basis and usually depend on the internet for their operations. ‘Virtual communities’ may flourish or they may fail to ignite, or sustain interest within the Internet’s open environment. There are various factors that enable these communities to flourish and those that make it difficult for them to sustain themselves. Critical success factors for virtual communities There are so many challenges that the virtual communities face. These challenges start right from dealing with growth to securing finance and minimizing attrition. From the vast experience that ranges over decades, it is quite easy to identify the common themes and challenges. The critical success factors for virtual communities include: 1. Positive/ conducive External Context 2. Financial Viability and stability 3. Design and Nurture 4. Presence of favorable culture 5. Boundaries and Coercion 6. Accessibility to Identity and Privacy mechanisms 7. Available Critical Mass Positive external context Communities cannot live on isolation: they have to depend on each other in order to exist. External context will affect whatever they take in and the nature with which they take. Prior to the formation of a virtual community or giving assistance for the growth of one, the external context will affect the software design, the guidelines of the community and what you expect of the members? Your ecosystem; Yours will constitute part of the overlapping information societies that are made up of millions of other virtual communities. This means that the virtual community cannot exist alone but must link up with others so as to be effective. In setting up and growth of a virtual community, one should ask themselves the type of community they want to establish or join. Does it entail making another Facebook? This will call for one to look at the nature of the potential members including the level of interactivity What virtual community you propose should not be different from what they already have in mind as this would present an idea that may not suit them fully. If this is so, then is rest assured that the project will not be a success? (Mansell & Steinmueller, 2000, p. 45-33). Once a great place is already in existence with community and people are comfortable with such a place, an avenue through which, people will take the next step and move in order to learn to use a tool that is different would have been created. This has to do with the setting up of hyperlinks that guide the users while logged in the site. One is likely to be disappointed when they try to compete with an already existing community group. If you cannot be an existing group, then consider joining that group (Selwyn, 2004, p. 174-184). This entails learning from whatever they are doing and appreciating what they are doing. Being a member of this community will give you the experience and skills that will help bring up a better community. This means one has to analyze the good and the bad of such community. Drupal Modules is a case example of a community ended up being popular despite the accusations it had, of fracturing the community. If one has the confidence that his or her community can add value, then they are advised to go for it. If one is determined to forge ahead, then they should be ready to follow and depend on the success of others. There should be application of data portability techniques. This would speed up the rate of signing up, as other people will easily use the already existing sites to sign up (Lyon, 1988, p. 34-37). Regulation and legislation; Copyright, is the most obvious factor to be put into consideration. One should know whether they will be liable if the users that sign in happen to post offensive or illegal contents. Pamela Samuelson has done a great job in explaining the aspect that is copyright, and its tendency that include criminalizing persons that directly or indirectly provides tools that make others to break copyright (1994, p. 49-58). Anonymity is another related regulation. This entails the possibility of unmasking the members in the community. One ought to know it is possible to assist the authorities to unmask members in your community who think that their identity would be kept secret. Social, political and economic needs; the users and producers are a critical factor that will determine the level and rate of participation. What comes in and what goes out of the community will matter a lot. Many people for instance fail when they try to associate Africa with poverty instead of looking at the society through individuals that make up the given society Accessibility to technology and general computer literacy are another major factor. Do people you intend to reach out have access to technologies such as mobile phones and computers? Are they literate enough to know how to use such technologies? Where will they be logging in to the community is it in school or at the work place. A faster internet server will make participation to be better and more interesting than slower connections. The ability of the persons you are targeting as members to use the internet is a great factor to consider. If the member do not know how to use the interface, then it would be difficult to have a more active participation (YoramEshet-Alkalai, 2004, P. 99-116). This might dictate that you sit with them, study how they use interface and help them grasp the way they are supposed to go by Google. Howard Rheingold Argues that lack of community that is real in the world, is a great factor that pushes further the demand for virtual community. For instance, it becomes difficult for one to try and convince target members of the need to join your group, when in the real sense they have long working hours. They may, therefore, not have the time to physically present themselves for such a lecture. Strong Financial Viability Financial viability is a key success factor that will make a virtual community to flourish. Even a simple website requires that one has money to facilitate the purchase of the domains, and other costs including the software engineering. This may start simply, for example like in few hours in a week, but will later expand to cover many servers and legions of employees. The greatest challenge that social sites face is the monetization of the sites. While the sites could have started on a good note, monetization could change the whole idea of what the initiator wanted to be in terms of content and operation. To ensure that this does not negatively impact on an organization, organization ought to develop mixed model that ensures that money does not come from a single source. Advertising is an obvious choice that will allow the community to source for funds, to cater for the operational costs. Even the greatest players are grappling with this challenge, as they can’t simply assume the role that this plays to the community. However, as a success factor, the interests of the advertisers should not surpass those of the community. Another financial factor is the corporate, government or third party sponsorship. One may not have many members but they should be able to ask themselves if there are people that, can buy your dream. One must be able to clearly put in mind in whose interest the organization is established. This will help in calling for corporate sponsorships (Pfeil, Zaphiris & Ang, 2006, p. 121-134). The community in undertaking the financial stability aspect, it should weigh between keeping the community active and making the community bored, by the repetitive advertisements that detract the users from the main contents. They should, therefore, be doing some exploration of the alternative models for Internet Business. Application of proper design & nurture A community cannot just be created based on a website; importance needs to be placed on design and community nurture. This will be critical in determining the chances that visitors will join. It is easier for a well designed community, to attract new members than one that is ordinarily designed. To set up the community, the following considerations need to be put in place: 1. Familiar features: Often the starting of a new community is usually challenging on deciding the features that the community need. While one might decide to root for unique features, these might not work very well if one has to get high numbers of enrolment. It is always advisable that a new community should have familiar features that will enable other users to easily log in and or post their comments. Features that call for less user commitment are likely to attract more visitors hence easy to lure them to join. 2. Scalability: Burgeoning can be supported by the virtual communities that have scalable host. To ensure that a community does not become a victim of its own success, there is great need for managers to always keep watch of membership numbers and the traffic of visitors. 3. Navigability: The growth of the virtual community can also lead to navigation problems. The structuring of content of the virtual community and putting in place competent search mechanisms, become a necessity even as the community becomes larger. There must be considerations on allowing community to assist with or determine the content categorization of the community in entirety. To achieve this objective, user-tagging can be incorporated in the community. A case example is Digg that requires that all stories that are submitted, have the tag of member over technology or science related topics. 4. Facilitating intimacy and privacy: People that in the world of reality love flexible discourse: doing communication through a variety of ways, depending on the purpose of the communication and the mood at that given time. As much as the medium of communication is not the most important, people tend to be affected by the mode of communication. One would prefer using a certain mode than using another mode in communication. It is common to have virtual community members swapping details in order to continue conversations more privately. Managers ought to be aware that by forcing users to post these, they are making them vulnerable to risks such as having their emails harvested by search robots (Smith, 1999, p. 87-111). 5. Knowing who’s there: In order to foster togetherness, the community should provide for who is online and who is not. This has today become common with the social sites, such as Facebook. A community might make its members be less interactive, if it lacks such features. This may make the community to be less attractive to the users, hence reduced enrolment. 6. User-adaptation: A community that is able to allow users to adapt the systems themselves will be much preferred than one that does not provide this option. This will help give the members a sense of belonging. A successful example is the linden lab’s second life which allows users to build virtual objects. 7. Community oversight: The fact that a community has people that are skilled and have a lot of knowledge on how to run the community, will definitely positively impact on the communities. This would mean that more informed decisions would be made on the operations of the community. The managers should know what to do even in the changing environments. Accomodation of variety of cultures Culture dictates how we communicate, so a positive or appropriate culture is important to a successful virtual community. Culture of community members will determine whether people will be comfortable to join and participate. It will also determine whether visitors and members will stay around or will just see the site, and not be attracted to it. Bonding of the community with the norms may even include a type of language or ‘paralanguage’ that is unique to it. One should be cautious not to plant a community and social software that works in one place into another place. Assumptions on replicating of designs and models may turn out to be unwise. This is in consideration of the differences in unique features such as geographical location, demographics and other dynamics that affect user operations. In setting up a virtual community, one should have in mind that culture is dynamic. This will call for designing of the community in a manner that is quite flexible. Such flexibility will enable the community design and model to constantly be changed to be in line with the changing culture. Such changes will ensure that the community is sustainable and that it can work in places with different cultural backgrounds. There may be trade-offs between passion and volume. A community manager has to balance between this when the community has strong willed members filling a forum. Such members are likely to have aggressive and detailed contributions. However, more members could participate if there was a lighter tone on the issues discussed. Existence of conducive boundaries and coercion mechanism Any community in the world has culture and ways through which it operates over which boundaries are formed. If it is necessary that these boundaries are shaped, one is allowed only that they should do this but allow freedom of expression to take its rightful course. Virtual community’s boundaries usually come in the form of system architecture. These are stated rules and or expectations or community norms. Their shape will determine the type of place they are to hang out. There is, therefore, the need to make decisions on virtual community by studying the norms but ensure that it will have some little interference. Norms refer to the social rules that are developed collectively by the community. There is no definite answer to whether a virtual community relies on norms alone. It was established that USENET attracts “both anti-social and opportunistic behavior” Such experiences show that regulation is a necessary consideration. Whatever course is chosen and taken, the chosen structure must be reviewed regularly. Wikipedia, for instance has in the past relied heavily “on social norms to secure the dedication of project participants to objective writing” Even so, their open-editing policy has undergone various changes over recent years (Norris, 2001, p. 56-64). Where community guidelines exist, there should be clear documentation of the same for members to read. It is also advisable to get users to tick a box to agree to them, whenever they join up. Ensuring regulation is in line with community sensibilities is very important. A case in point is the story of Sanger, one of Wikipedia’s founders. Sanger was forced out after annoying participants with his style, which was authoritarian. The most likely need in terms of regulating activity is moderation to deal with offensive or illegal user-generated content. Common models for this include pre-moderation, post-moderation and / or peer-moderation or you could experiment with hybrid models. For example, allowing post-moderation during office hours but making user content post-moderated when no-one is around to deal with any inappropriateness (Kling, 1996). A system can also be designed in a manner to encourage behavior that is beneficial to the community. Rewarding of good behavior can be the other side of the social punishment that is outlined above. This can be as simple as counting user votes. A reward that is visible boosts the status of a member. Another successful implementation is Slashdot’s ‘karma.’ “Karma is a number assigned to a user that primarily reflects whether he or she has posted good or bad comments” Conversely users who post comments without having logged in are designated as ‘anonymous coward’ (Kling, 1996, p. 56-87). Availability of identity and privacy mechanisms Individuals in a virtual community are usually interested with the virtual community that will ensure that their personal information and those they don’t want disclosed, are kept in secret. Laws and other regulations will also dictate the extent to which information is availed to the members of a virtual community, and the type of information that is released. Apart from complying with the regulatory requirements, on-site privacy ids a very important factor that will either attract of make visitors shy away from the community. There are several identity options for the community and the route chosen will dictate the appropriate level of identity verification. Such will have to be carried out by the software (Friedman, 2006, p. 84-102). Identity; when it comes to identity, the first thing that comes in our mind is the name of the participant. This is usually a visible label that appears when a user is on-site. There are a number of alternatives that a virtual community has when it comes to deciding on the identity. The choice of one or more of the alternatives will be dependent on the existing cultures and the norms of the community referred: • Allow pseudonyms: The use of pseudonyms can be a good alternative that will facilitate interaction in the community. This in some cases will attract those users that use their real names (Turkle, 1995, p.117-121). This will be very useful in the virtual community. This can be applied in political forums where a user may not want their names revealed when they are giving contributions over issues that are very sensitive. • Encourage the use of full names: This is usually the hardest part of the balance to enforce. Today with increased hacking and cracking of private databases in the internet, users are usually very reluctant to give their real personal details (Webster, 1995, p.342-253). However, depending on the nature of the community to be put in place, there may be a need for real personal details such as full correct names. For instance, the Univadis, which is an online community with membership of medical professional in the United Kingdom, requires that a member gives their correct names and information. For one to join, they must give their GMC number, making it a must for one to give the correct details. LinkedIn, a career-enhancing community may loss its purpose, if the members are to give fictional personal details (Preece, Rogers & Sharp, 2002, p. 42-44). • No login: Allowing the visitors to post information without having to log in is a very important aspect that boosts the growth of a community. Such visitors usually begin by posting such information without logging in but eventually they may be lured to sign up as members (Lave & Wenger, 1991, p. 187-129). This could have not happened if they were initially denied the chance to post information without having to log in. However, security measures should be put in p0lace to ensure that the system is not susceptible to viral attacks due to the postings by such visitors. There must be moderation in order to ensure that spam and contributions that are inappropriate are spotted quickly. The above considerations should however be carried out very carefully. While anonymity can be positive, as it will encourage freedom and openness in expressions and giving of opinions. It can also turn out to be a disadvantage as some users may take this advantage and cause disruptions in the community. Personal details can be further boosted by providing for labels that indicate various user attributes such as gender, sex and ethnicity. This will definitely have significant implications on the way people behave and relate among themselves: Supporters of labeling suggest that this practice is beneficial, as it replicates the information available in physical interactions, allowing for appropriate behaviors and pronoun usage. Detractors claim that these coarsely drawn category, labels are quite different from the more subtle cues present in real life and that they hinder the development of rich mediated communities by magnifying preexisting stereotypes, encouraging deception, and automatically sexualizing virtual spaces. (Silverstone & Haddon, 1996, p. 81-97). Insisting on profile pictures will depend on the type of community. It will also depend on if there is a need for the avatars that will display both human and non-human features. All this must be put into consideration before initiating various nuances which may include visible online profiles. Privacy: One the identity of the user has been dealt with, what follows next is the privacy of the information they share in the community. This is all about who can access the user’s information and to what extent. A community will attract many members if it provides for users to determine who is allowed to view whatever information they post (Silverstone & Haddon, 1996, p. 81-97). The users need to have power and control on who can access their postings. There are various options in the display of the user profile which include: • Visible to all: All the contents of the profile user can be viewed by any other user that is not logged in. Such profiles can also be found through the various search engines. • Visible to log in members: Such can provide for visibility of community forums but will only allow one to view the profile information if they log in. A visitor will therefore be forced to sign up if they are to view such profile. • Visible to friends or contacts only: LinkedIn is a case example that uses this level of privacy as standard. However, LinkedIn sell the ability to view further profile information as part of the premium packages they offer. • Member can choose: This is probably the best option for many communities. It provides for various options on whether given information can be made available to some users and not others. This encourages participation and membership as the user is the key determinant on accessibility to his or her profile. Connections; Other than considerations on the treatment of users details, online considerations on how users in the community are connected. For instance it should display whether it’s a work college, classmate or relative. This has been done very well by Facebook. Very many virtual community users will prefer having a community that can be able to allow them to categorize their friends, and whoever they interact with in the community in terms of relations and locations. The community can allow members to have this feature but at the same time some can allow this to happen automatically. Users will prefer that these identities automatically appear without having re-explanations of their applications (Rheingold, 2000, p. 30-40). Availability of the critical mass A virtual community can only survive id its members are active. An increased number of people in the community will definitely lead to an increased level of interactivity. Large masses do not only provide the environment that support funding by advertisers, but it also ensures that there is a variety of ideas shared in the community. Therefore, the retention, acquisitions and conversion is very important to the community (Hughes, 2004, p. 231-236). Acquisition: referrals, content and user experience In most cases awareness of a website will come from positive word of mouth. Targeted marketing activity can however be of great help in keeping an online community supplied with streams of potential members. Lurking occurs when a visitor acknowledges and admires a community site and what it has to offer, but is currently not participating. The likelihood of being far much more lurkers in a community than active participants is high (Castells, 1998, p. 76-89). Conversion: Registration, user paths, metrics • For the critical mass metrics to work well for the community there must be continued conversion from the first time visitor, lurker to active membership. • Paying due attention to encouraging sign up and being mindful of the visitors will facilitate and encourage conversion. However, the following should be considered for every page in a bid to encourage loyalty. Being clear that the site has members Ste how easy and safer it is to join and provide the hyperlink to register. Displaying the benefits of membership Try to bring out the positivity of participation in the community through testimonials from the members. Giving a variety of public and private means of contact to the users so that they can easily access. Show that there is an active feedback. It should be made clear that individual member’s contributions are highly appreciated. This can be done by explaining how the members input have shaped the status of the community in terms of content and product development (Escobar, 1994, p. 98-214). There is need for a community service to constantly keep record and statistics of the level of membership. The community needs to have a database that is automatic and will be able to detect and show how many have joined the group. The accuracy of this information is important as it will be used in changing strategy on to deal with membership (Zuboff, 1984, p 212-231) Retention: Listening, experimenting, adapting The growth of communities depends so much on the ability to maintain an optimum size of members. This is only possible through attracting new members butt at the same time retaining the existing lot. Attracting new members can be done using various techniques and avenues. The most prominent and effective way of rushing traffic to the community is through the use of Search Engine optimization, Public Relations and online advertising (Weber, 2000). Users are drawn to the community’s link through catchy words, product offers and attractive photography. What may make a visitor to stay is most likely not the one that made them to log in (Rheingold, 2000, p. 123-131). Intimacy is very difficult to be measured through the websites. However, when a virtual community has achieved high sophistication levels, then it is possible to study and view the users entire cycle – from first visit to involved, active, community member, it should: • Experiment by allowing alternative ways through which members can contribute. • Measure the activities before adapting these initiatives according to feedback and the level of participation that they generate. • Do showcasing of member contributions on the site’s home page / community page / blog or community blog. • Recognize and acknowledge the valuable contributions. This can be done through recording them on a user’s profile. • Facilitate the feeling of being valued of the members by thanking them for their participation in private. • Provide an effective means through which members can encourage and thank others. • There should be constant and continued learning from the users at every stage. This should be so even when a member stops participating or requests for removal from the membership lists. It is worth noting to know reasons for a users exit or reduced participation (Mitchell, 1996, p. 71-83). This will form the basis for the review of the operation of the community to avert such a trend. Factors that hinder sustainability of virtual communities No new knowledge: Virtual communities are usually a source of knowledge as the users are able to share and gain knowledge. However, many virtual communities start on a higher note but end up having knowledge sharing reduced greatly. This goes against the main reason as to the signing in of the members. Once there is no new knowledge being shared, the participation of the members goes down hence grounding the community. Most users in getting no new knowledge and information will opt not to participate in the community. This is because there is no attracting feature that makes them to log in. Some other users will opt to all together relinquish their membership to the group as it is not any more useful to them (Englebart, 1963, p.41-78). Unfamiliarity with subject: Unfamiliarity in terms of the subject and the design of the communities is usually a great hindrance to the flourishing of the virtual community. Users will want a community through which, they can be able to share whatever they have. However, for one to share, they must be able to understand the basics of most of topics and issues that are in the limelight of the virtual community discussions (Rheingold, 2000, p. 123-131). Lack of time: Participation in the virtual community is only possible, if users have the time to dedicate in logging into the sites. Once the users are busy and do not have enough time to dedicate into the community, then the generation of ideas goes down and the community becomes dormant. A dormant virtual community will not attract other new members. For new members to join, they should be able to be motivated by the interactive participation of the existing members. This will make the community not to be sustained even if it started on a very key note (Smith, 1999, p. 87-111). The members might be willing to participate but lack of time will not give them the chance to do so. Inaccessibility to modern Technology: Virtual community will only be sustainable when there is accessible to the various technologies by the users. For one to log in to the internet, the users must have access to internet servers and the various Information Communication Technologies that will enable them, to access the community sites. Limited accessibility to these facilities makes participation impossible. With the ever changing society and the coming up of 24 hour economies all over the world, the micro-technologies are very vital to facilitate continued interaction between the members of the community (Haraway, 2000, p. 54-61) Poor Management Virtual communities: Management of virtual communities is not that easy a task, It requires people that are knowledgeable and skilled in the field. This is because of the impact that their decisions have in the general running of the community. A decision by the virtual manager may cause the whole system to come to a halt due to stagnation and withdrawal of members. The managers as such must weigh all the options before taking any decision to model the community. The management should at all time initiate changes that model the community to the existing standards to avoid the community being outdated (Benedikt, 2000, p. 75-98). Conclusion In a world that is characterized by extensive use f the internet, virtual communities become an important tool to social, economic and political empowerment. As such, there is need for constant redesigning of the communities to march the current demand. It is through these communities that the world can experience positive change that goes in line with the demands of the time. Virtual communities will always remain to be a great tool in the evaluation of the world’s social, economic and political set up. Bibliography Benedikt, M. (2000), “Cyberspace – First Steps in D. Bell and B. M. Kennedy,” The Cyberculture Reader, Routledge, New York. p. 75-98 Haraway, D. (2000), ‘A Cyborg Manifesto” in D. Bell and B. M. Kennedy,” The Cyberculture Reader, Routledge, New York, p. 54-61 Mitchell, WJ (1996) ‘Recombinant Architecture’ Chapter 4 in City of Bits: Space, Place and the Infobahn, MIT Press, Michigan, p. 71-83 Escobar, A. 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