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Reaching the tipping point - when should a brand build their own social community?
The concept of online community -- brands engaging directly with customers, prospects, stakeholders and even critics -- is still relatively new. Many brands understand the importance of online communities, but are nervous about relinquishing control of their customers to third party networks such as Twitter and Facebook. This presentation will examine the tipping point for brands who are understanding the importance of social media engagement, but who want more control over their communities. It will present case studies of brands that built their own online communities to address business needs such as customer service, or branded social networks for consumers.