Value Capturing and Role Playing in Social Networking Sites

Digitally Engaged Communities (DECs) are growing exponentially within Social Networking Sites (SNS), such as Facebook, Twitter, Bebo, LinkedIn, and MySpace, thanks to the wide adoption of such sites. Digitally engaged communities are referred to by terms such as online communities, virtual communities, Web communities, and social networks. One of the most widely cited definitions of DECs is that of Preece [31]. She argues that a DEC consists of people, purpose, policies, and the computer systems. She explains that any community is created by a group of people networking together, interacting publicly, sharing similar needs, and governing themselves through an implicit set of protocols guiding their interactions. Preece [31] also indicates that this kind of digital relationship needs to be mediated by the support of technological facilitators. Hence, one can argue that DECs are Web-based networks of interpersonal ties connecting people socially, and allowing them to 1) create a sense of belonging and construct an online profile within a bounded system, and 2) articulate a list of other online contacts with whom they establish relationships and connections. © 1982-2012 IEEE.