You'd be disappointed no doubt, and you'd be asking the organisers for a good explanation.

But this is exactly what's happening to many companies who are making a huge investment in online social networks, according to a study by Deloitte.

The survey measured the responses of more than 140 companies, including Fortune 100 organisations.

Participating companies include leading computer manufacturers, software, insurance, online auction, media companies, hotel chains, and start ups.

The communities ranged from fewer than 100 members to more than 10,000 members.

The study found that companies are beginning to see some success in using social media tools and online communities to engage with customers and employees to discuss brands, generate ideas and develop and test products.

But, interestingly, the survey showed that while these online initiatives are having a positive impact, companies are not yet harnessing the true potential of social media.

The main problem seems to be building sufficient numbers to give the community credibility.

According to the survey, a majority of the communities have fewer than 500 active members, and 50 per cent of the respondents said that the biggest obstacle to making communities work is getting people engaged.

This mirrors my own work in social media.

The adage, 'if you build it, they will come' does not hold true in building online communities.

Having the flashiest, most up-to-date website does not attract and hold members to a community.

To be successful you have to engage with individuals proactively and that takes time, effort and patience.

Despite the challenges, companies surveyed reported that their communities have had a significant impact on their business.

Thirty-five per cent have seen an increase in word-of-mouth for their brands, and 28 per cent have seen their overall brand awareness increase.

Online communities are also helping companies increase customer loyalty and bring outside ideas into the organisation faster, according to 24 per cent of survey respondents.

'Communities can tap into new talent, help design products and services, provide customer support and, most importantly, build the brand with the customer,' said Ed Moran, director of product innovation, Deloitte Services LP.

'The survey data points to some growing pains, but companies are starting to see that online communities should be nurtured and leveraged for real business gain.'

The study showed that to make an online network successful you need to facilitate community member connections with like minded people, let participants interact and help other members directly and focus activity around one 'hot' topic or issue.

However social networks will fail when they are poorly managed.
Forty-five per cent of survey respondents recognise that finding enough time to manage the community is one of the biggest obstacles to success.

Others cited the quality of the community manager as a key success factor.

Communities are being used as a seedbed for innovation; thirty-nine per cent of respondents cited 'idea generation' as the purpose of their online communities, and 19 per cent cited 'new product development' as the key goal. Others are using social communities for employee engagement purposes.

They say that online interaction and knowledge sharing, fosters talent development and staff retention.

Social networks also offer unparalleled visibility into employee sentiment and expertise.

There remains a challenge in measuring the success of online communities too, the survey confirmed.

Most companies have clear business objectives such as 'generate more word of mouth' (60 per cent) and 'increase product/brand awareness' (48 per cent), but they are trying to measure achievement with less helpful metrics such as 'number of visitors' and 'page views'.

Clearly management needs to rethink how business value can be measured and invest in necessary research tactics to prove the worth of online communities.


>>Sherrilynne Starkie is the managing partner of Strive Public Relations, a strategic communications consultancy serving the Isle of Man. Visit her business blog, Strive Notes for frequent updates www.strivepr.com/notes or follow her on twitter.com/sherrilynne