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Online, customer-facing social communities are offering more options and greater complexity than ever before.

But what are the core business values to keep in sight? To find out, spoke to a software vendor and an analyst. 

Last month, San Mateo, Calif.-based DNN released the latest version of Evoq Social, an online community that complements its web content management system. The update features responsive web design to facilitate mobile use, new editing capabilities and improved performance. Let's take a deeper look.

No. 1: Taking Pressure Off Customer Support

Will Morgenweck, vice president of product management at DNN, said a key business value of a social community is “call-deflection because of crowd-sourced support.” In other words, customers don't have to contact the company for support if other customers can resolve the issue.

This is a commonly cited reason why social environments – like brand communities, Twitter and Facebook – appeal to companies’ bottom line. 

The satisfaction of helping someone else resolve an issue for a product is also rewarding for brand advocates. But how dependable is that peer-to-peer assistance, and what if another customer gives the wrong information or magnifies the issue by adding complaints about the company’s response to the same matter?

Morgenweck noted that social communities should not be left to their own devices. “The company has to be involved” in order to maintain some oversight, he said, adding that “it can’t be a free-for-all.” But Morgenweck noted that this oversight requires the right touch, because active, dynamic communities “start to take care of" themselves and users look at other users’ responses “to gauge ‘what was the best answer?’”

Vanessa Thompson, research manager for enterprise social networks and collaborative technologies at industry research firm IDC, agreed that users will “go to the answer that had the most likes or replies or votes,” a crowd-sourced vouching of relevance that maximizes the value of the community.

As verification of this value, DNN pointed to an unnamed client that took its Evoq Social community offline for a time, which DNN said led to an increase of about a third in call center volume. When the online community was restored, Morgenweck said, the call volume dropped by about the same amount.

No. 2: Feedback Based on Trust

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A feedback screen in the Evoq Social community.