Taxonomy of Online Communities: Ownership and Value Propositions

This paper focuses on online communities and describes how they can be differentiated from other Internet supported group interactions. A definition of an online community is given and three specific generic types are identified. These types are defined by the community ownership models based on the value proposition for the owners. The value proposition for members is strongly influenced by the ownership model as facilities and opportunities for interaction are structured by the site owners. Where online communities offer fulfillment of specific needs, people participate and become members. Additional benefits will enhance the value of membership and encourage retention and greater interactivity. There appear to be significant benefits to be gained from online communities for businesses, NGOs and other community organizations as well as individuals as owners and members. Identifying the different types of communities and their characteristics is an important stage in developing greater understanding of how virtual communities can contribute to businesses, healthcare, community needs and a myriad of other contexts.