Measuring the success of an online community

Joseph P. Cothrel (Joe Cothrel is vice president of research at Chicago‐based, which provides online, community‐management services for Fortune 500 companies and leading dot‐coms ( He formerly served as a research director in Arthur Andersen’s Next Generation Research Group and as a senior researcher in the firm’s global best practices initiative.)

Strategy & Leadership

ISSN: 1087-8572

Publication date: 1 April 2000


This article presents a new way of thinking about assessing the value of online communities. The author examines both the different kinds of communities and the specific ways in which these communities might be evaluated. Three concepts are important to measuring the value of these communities: the incremental value a community generates, how to determine community membership, and the importance of converting visiting members to using members.



Cothrel, J. (2000), "Measuring the success of an online community", Strategy & Leadership, Vol. 28 No. 2, pp. 17-21.

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Copyright © 2000, MCB UP Limited

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