The 3 most under-leveraged opportunities in business communities

Written by Francois Gossieaux on August 21, 2008 – 4:20 pm -

Someone asked me what the three most under-leveraged opportunities for companies who offer online communities are.

I answered:

  • The ability for companies to engage all their constituencies in transforming their core business processes - including employees, customer champions and also their detractors.
  • The ability for companies to leverage online communities in a way that enables them to truly move the needle - as I discussed here.
  • And the opportunity for companies to completely transform the office of the CMO - as I discussed here.

What do you think are the three most under-leveraged opportunities in online communities and social media in general?


Posted in Marketing 2.0 |

Leave a Comment

Our services:

  • Social Media Strategy + Consulting
  • Online Communities
  • Content
  • Workshops + Training

The 2008 Tribalization of Business Study

Find out more about the first-of-its-kind study of how more than 140 organizations are employing online communities. The study, produced with Deloitte and the Society for New Communications Research, features data and insights on how small and large companies as well as non-profits are managing communities, measuring success, and deriving business benefits.

Find out more about the study and related activities and register to access the study.

New + Notable:

Check out our new resources section for the 2008 Tribalization of Business study. The section includes: all the charts and graphs from the research, available for use on your blog or report; access to all the coverage of the study; a recording of our July 31st webinar that includes the slides; graphics and buttons from the report and more.

Check it out here.

What we help you do:

  • Get people to pay attention to what you have to say and sell
  • Change the rules of the game in your industry
  • Increase the ROI for all your marketing programs

Why us?

  • Client experience: Fast, Intuit, University of Massachusetts, Communispace, Sun Microsystems, World Health Congress, Sapient, SupplyScape
  • No-nonsense, straightforward, hype-free, can-do style
  • Demonstrated ability to build programs that deliver results that matter
  • On the forefront of social media innovation: the Marketing 2.0 thought leadership community, our book, our blogs, our research lab, our blog publishing subsidiary

News & Views

Tune in to our News + Reviews section and you'll find an expanding resource with articles, white papers and pointers to market reports and intelligence you can't afford to miss. Also find out where we're speaking and where else we're hanging out.


  • News & Views

    • Beeline Partner Lois Kelly contributed an essay to the just-published second edition of

      Find out more and buy The Age of Conversation 2 here

    • Mobile Messaging 2.0 Thought Leadership Community wins the Society of New Communications Research's award of Merit (click here for more)

  • Also Catch Us At




  • Interesting projects we are working on

    • Survey research study with Deloitte and SNCR on how companies measure their communities (stay tuned)