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ABSTRACT
Organizations are increasingly using online communities to interact with customers, but marketers identify a number of key obstacles standing in the way of community effectiveness. The authors analyze the results of the Tribalization of Business Study, a survey of more than 500 companies that are using online communities and other research to identify characteristics of successful communities. The authors suggest that marketers should understand key human characteristics as thoroughly as the Web 2.0 and social media tools they employ when interacting with customers through online communities and that by keeping these human attributes in mind, marketers may foster more successful community deployments.
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