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Over the past few years, digital revolution and digital disorder have been widely addressed in academic literature. Still, these contributions nevertheless, there is a gap in literature on topic professional figure required in online community.
Different managers are not find a reference that would help them to orientate and fully exploit new digital opportunities. This is partly due to the still limited collaboration between the two communities: academics and practitioners. Particularly, the evolution of professional figures and them role.
Scholars are supposed to focus on developing abstract models and theoretical representations of the digital figure professionals and those digital roles in digital platform. Conversely, managers seem to be primarily concerned with obtaining digital solutions, and they not considered the impact of digital revolutions on roles and activities of human resource. This contribute attempts to blend the new perspectives and explore new, fresh areas that are highly relevant for researchers and practitioners alike; it starts from online community’s analysis (King, Storm, 1996).
Butler, Sproull, Kiesler and Kraut (2002) showed the community effort online groups; the authors investigated on who does the work and why in online community. Digital infrastructure allows a public space for the group the authors consider that “… an online group is a role that is formally named and characterized by distinctive rights and responsibilities. The role is defined and reinforced through community structure and rules…” (2002, p. 175).
This original contribution covers a wide range of topic through an experience of Italian digital platform and gives an interesting perspective on the definition of a new professional figure of online community: tutor of crowd. The needed customer journey and the various challenges that this process is facing. Confronted with the various factors related to this unavoidable and ongoing change, a resilient manager should be able to recognize and seize all opportunities that every epochal disruption ultimately presents to existing organizations.
Moreover, in literature there is a gap on topic considered: professional figure require in online community and them roles and activities. Thus, greatest contribution to this theme is on eLearning, the skills of the online tutor (Duggleby, 2001) through nethnography, thus ethnographies of online communities (Hine, 2017).
The chapter positioned into a literature review that is how topic the online professional figure in value creation perspective in digital platform. The motif is a gap detected into literature on digital people topic. The principal theoretical contribute is a put in evidence the different perspective, role and approach of professional figure in digital context. There is not a study on balancing between professional figure and digital context. Through qualitative analysis the paper put in evidence the main activities and role of digital tutor in online community how digital platform (Nonnecke, Andrews, & Preece, 2006).
In the context of organizational studies, it is increasingly important to consider virtual environments in the same way as physical ones so that the inputs in terms of performance are better addressed and more effective. This study really wants to contribute to this purpose, because it considers not the power of digital as a solution or product but as an ambient in which people - digital people - operate. Understanding how digital people work and what skills and tasks they need to perform means implementing the process on the table particularly, in terms of performance and efficiency.