Matrix
Four types of online community members
A 2x2 of the four online community member types Robert Kozinets describes in netnography, placed by social ties to the community and interest in its core activity: newbies, minglers, devotees and insiders. Use it when coding community posts, so a newcomer's confusion isn't read as a universal truth and an insider's niche interest isn't read as a mainstream need.
Where this appears
What's in this matrix
Vertical axis: Interest in the core activity (Low to High). Horizontal axis: Social ties to the community (Low to High).
- Devotees (High interest in the core activity, Low social ties to the community): Deeply into the activity, with weaker social bonds.
- Insiders (High interest in the core activity, High social ties to the community): Strong ties and strong interest. The community's opinion leaders.
- Newbies (Low interest in the core activity, Low social ties to the community): Recent arrivals with little tie. Useful for first impressions and onboarding.
- Minglers (Low interest in the core activity, High social ties to the community): Socially connected, with limited interest in the core activity.
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
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<a href="https://www.koji.so/visuals/netnography-community-member-types-matrix"><img src="https://www.koji.so/visuals/netnography-community-member-types-matrix/netnography-community-member-types-matrix.png" alt="Matrix of four online community member types by social ties and interest in the core activity: newbies, minglers, devotees and insiders." width="1200" height="713" /></a>
<p>Source: <a href="https://www.koji.so/visuals/netnography-community-member-types-matrix">Four types of online community members</a>, Koji</p>
