Social Community Sites as the Trend in Web 2.0. How to Beat the Competition

Table of Contents

1. Introduction

1.1 Objectives

1.2 Methodology

2. What means Web 2.0?

2.1 Definition

2.2 Development

2.3 Internet Usage

2.4 Main Tools

2.4.1 User generated content

2.4.2 Blogs

2.4.3 Podcasting

2.4.4 Wikis

2.4.5 Tagging

2.4.6 RSS Feeds

2.4.7 Mashups

2.4.8 Social Bookmarking

2.4.9 Crowdsourcing

2.5 Effects

2.5.1 Social Effects

2.5.2 Economic Effects

2.5.3 Technological Effects

2.6 Problems

2.6.1 Copy Rights

2.6.2 Personal Rights

2.6.3 Data Protection

3. What are Social Community Sites?

3.1 Social Interactions in General

3.1.1 Social Contacts

3.1.2 Social Ties

3.1.3 Social Groups

3.1.4 Social Communities

3.1.5 Social Networks

3.2 Social Community offline

3.3 Social Community online

3.3.1 Average Members

3.3.2 Geographic Communities

3.3.3 Topic Communities

3.3.4 Demographic Communities

3.3.5 Business Communities

4. How are Social Communities organised?

4.1 Community Purpose

4.2 Community Structure

4.2.1 User Profile

4.2.2 Member Contacts

4.2.3 New Contacts

4.2.4 Profile Quality

4.2.5 Environment

4.3 Attracting new Members

4.4 User Participation

4.5 Social Interactions

4.6 Connectivity

4.7 Chances and Risks for Providers

5. How is the Competitive Environment structured?

5.1 Competitors

5.2 Analysis

5.2.1 Five Competitive Forces

5.2.2 PEST-Analysis

5.2.3 Outcome

6. What are the Factors of Success?

6.1 Sectoral Factors

6.1.1 Market Entry and Level of Innovation

6.1.2 Space for Further Development

6.1.3 Maslow´s Hierarchy of Needs

6.2 Company specific Factors

6.2.1 Number of Users

6.2.2 Objective and Vision

6.2.3 Participation and Activity

6.2.4 Content

6.2.5 Usability and Design

6.3 Technological Factors

6.3.1 User data base

6.3.2 Tracking and Reporting

7. What are applicable Business Models?

7.1 Definition of a Business Model

7.2 Web-based Business Models

7.2.1 Overview

7.2.2 Effect of Web 2.0

7.2.3 Revenue Resources for Social Communities

8. Recommendations

8.1 Set clear Puporses and Objectives

8.2 Enable Growth and technical Development

8.3 Attract and Retain Members

8.4 Utilise several Revenue Resources

Objectives and Topics

This thesis examines the role of social community sites within the Web 2.0 paradigm, aiming to identify the critical factors for achieving commercial success in a competitive market. The primary objective is to analyze how these communities are structured, how they foster user participation, and which business models are most effective for generating sustainable revenue.

• Mechanisms and features of Web 2.0 technologies
• Structural organization and purpose of online communities
• Competitive analysis using Porter's Five Forces and PEST analysis
• Success factors regarding user participation and usability
• Applicable business models and revenue generation strategies for social networks

Excerpt from the Book

Summary of Chapters

1. Introduction: This chapter defines the research objectives and the methodological approach used to study the Web 2.0 phenomenon and social community business strategies.

2. What means Web 2.0?: This chapter clarifies the Web 2.0 paradigm, introduces key tools like blogs and wikis, and discusses associated social, economic, and technological implications.

3. What are Social Community Sites?: This chapter explores the sociological foundations of social interactions, differentiating between offline and online communities and their structural requirements.

4. How are Social Communities organised?: This chapter details the operational organization of communities, focusing on user profile management, contact mechanisms, and strategies for user participation.

5. How is the Competitive Environment structured?: This chapter applies market analysis tools to evaluate the competitive landscape of social communities, including threats from new entrants and substitutes.

6. What are the Factors of Success?: This chapter identifies key sectoral and company-specific success factors, including innovation, user needs, and technological infrastructure.

7. What are applicable Business Models?: This chapter analyzes various revenue streams for social networks, evaluating the viability of advertising, subscriptions, and product-based business models.

8. Recommendations: This chapter provides actionable guidance for social community operators on setting objectives, enabling technical growth, and diversifying revenue sources to ensure long-term viability.

Keywords

Web 2.0, Social Community, Social Networking, Business Models, User Generated Content, Online Marketing, Competitive Advantage, Revenue Resources, User Participation, Digital Society, Market Analysis, Community Building, Internet Economics, Technological Innovation, Personal Branding.

Frequently Asked Questions

What is the core focus of this master thesis?

The thesis explores the evolution of Web 2.0 and specifically investigates how social community sites function, attract users, and develop sustainable business models to compete successfully.

What are the primary themes discussed in the work?

The key themes include the definition and tools of Web 2.0, the sociological nature of online communities, strategic competitive analysis, and revenue generation strategies.

What is the main goal or research question?

The research aims to determine how social communities can be structured and operated to beat the competition and generate sustainable profit in a rapidly evolving digital market.

Which scientific methods were employed?

The study utilizes a combination of literature review, market analysis, and examination of popular platforms like Facebook, MySpace, XING, and studiVZ to derive its conclusions.

What topics are covered in the main section?

The main section covers the definition of Web 2.0, the organizational structure of communities, detailed competitive analysis using Porter's and PEST models, and a comprehensive breakdown of business models.

Which keywords define the work?

Keywords include Web 2.0, Social Community, Business Models, User Generated Content, and Competitive Advantage, among others.

How does the author define the difference between Web 1.0 and Web 2.0?

The author identifies Web 2.0 not as a new technology, but as a paradigm shift where the user transitions from a passive consumer to an active producer of content.

Why are geographic and business communities separated in the study?

The author distinguishes them to show how different target group needs—such as regional social ties versus professional networking—require distinct community architectures and business approaches.

What role does the 'long tail' economy play in this context?

The thesis refers to the 'long tail' to explain how Web 2.0 enables niche products to become popular by making them easily discoverable, which serves as a significant opportunity for specific types of online communities.

How is user trust addressed in relation to revenue generation?

The author emphasizes that selling user profiles or heavy commercialization can endanger user trust and suggests that community providers must balance monetization with member experience to maintain loyalty.