Because of the start-up costs involved, most companies outsource community development to a provider, but the site is client branded. Techniques are evolving along with technology. MROC participants are increasingly asked to use smartphones to provide real-time feedback, as well as posting pictures and video to the community. MROCs may be short or long term, and may involve small or large numbers of participants, from 25 in small groups up to 2,000 for larger groups.
There is some controversy about whether MROCs should be long term, or whether they are more productive when focused on specific issues for shorter periods of times. One shortcoming of long-term MROCs is that members may become more positive about brands and products over time because of their participation in the community and may provide increasingly positive feedback