The power of your own diaspora: Learnings about the use of online communities

ProColombia, the national trade promotion organisation in Colombia, explored the value of establishing an online community of Colombians living abroad and the impact they can have on Colombian exporters.


Ironically, in a world full of data, sometimes it is not easy to find the right information at the right time, and this is when the power of a strong and committed community comes to life. According to Gil McWilliam (2000), consumers-goods companies