I think B2B success is a no brainer here—and one could say that B2C is a much larger challenge, given the typically high hurdles in engaging consumers vs. the business community. If one merely looks at how much B2B business is done—through word of mouth (WOM), and informal referral networks—yes, there is enough vested interest from both parties to create engaged communities.

But you raise a good point in your second question: “Can one platform entice two sets of audiences?” There is some evidence that domain-specific platforms are effective here, albeit they may not be required, so much as they just happen to be the place where B2B communities have begun to congregate. This tendency for custom platforms (rather than using broader platforms like Facebook) could simply be a function of what I would call a classic B2B ill: in-the-box thinking that’s reinforced by the industry silo mentality. Firms that provide “community” or social networking software for private enterprises are themselves in a B2B mode, and need distinct, ‘vertical-based’ communities to exist to remain viable enterprises.

However, I do believe we will see a shift to more common platform use. It’s really up to community leaders in B2B to begin establishing those spaces using the ‘critical mass infrastructure.’ If they don’t, they’ll be missing out on myriad catalyst opportunities!

-Jeff

Players who master this equation will solve for the key to consumer loyalty.

Thanks,
Will