A careful balance: Corporate participation in online community

Online community members expect that businesses with whom they engage (or about whose products or services they network) will play some role in, or even facilitate, online dialogue. But for the business this role is a balancing act. Too much content, too much moderation or too much control will negatively affect both attitudes and traffic—to the detriment of the business.

Perhaps it is in part my affection for tex-mex, but I really like the Nacho Analogy.

Feller, K. (2008, 28 May 2008). The Chip-to-Cheese Ratio: when are corporate communities too commercial? Conversations Matter.