Enterprise customer communities are facing significant challenges due to the rise of social media and other online platforms. These communities, once a valuable resource for businesses, are now struggling to maintain relevance. The main issue is the declining rate of participation, with less than 10% of users actively contributing to discussions. This is attributed to the ’90-9-1′ rule, which suggests that only 1% of users create content, 9% respond and 90% merely observe.

In addition, the increasing use of mobile devices has contributed to a shift in user behaviour. People are less likely to engage in long discussions and prefer quick, easy-to-digest content. This has led to the rise of ‘micro-communities’ on platforms like Twitter and Facebook, where users can quickly engage in conversations and share content.

Furthermore, the proliferation of these platforms has led to a fragmentation of audiences. Users are spread across various channels, making it difficult for businesses to reach their target audience. Consequently, businesses are forced to invest more resources in managing multiple platforms.

Despite these challenges, enterprise customer communities still hold potential. They can provide valuable insights into customer behaviour and preferences. Moreover, they offer a platform for businesses to directly engage with their customers. Therefore, businesses should not abandon these communities but should adapt their strategies to the changing digital landscape.

Go to source article: http://www.zdnet.com/is-the-window-closing-on-enterprise-customer-communities-7000014884/