Abstract:

In the knowledge of the news economies, with the tools of Web 2.0, the company can encourage
the birth of web community where all virtual consumers discuss freely on a product or service and
list its strengths and weaknesses. The customers’ opinions are important, not only for the marketing function and for the loyalty of customers but also to avoid any bad reputation. A message can damage enterprise reputation and credibility of its management. The article can prove the strategic role of the web communities in the management of the enterprise, the importance in the relationship of the company, the channel between enterprise and customer, in the development of the business.