PwC claims ‘virtual communities’ can enhance shareholder value

The firm’s entertainment and media practice has produced a report which identifies how companies – such as traditional media companies – should transfer their brand properties onto the web.

Virtual communities, the firm argues, increase the rate of repeat visits by customers to websites and the amount they spend on-line, resulting in higher advertising and e-commerce revenues.

But PwC also warned when companies formulate their strategies, they must take care to ensure they do not undermine their community building efforts, for example by selling out to advertisers.

Not everyone will be able to pan the e-commerce gold

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