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Building a robust community on social media can often be an expensive and time-consuming prospect. Targeting, audience profiling, brand tone of voice and conversational planning are all key parts to getting the community right from the get-go. Tug recently undertook the task of building the social media community for Bombardier Beer, creating one of the largest ale communities on Facebook. The core campaign objective was to grow the Facebook and Twitter communities; develop the social media profiles into a key channel for brand messaging and consumer engagement to drive beer sales.
In this event for Social Media Week 2013, community building is the focus, showing you how to go about creating and growing a community on social media from scratch. It is common on social media to find communities that have become less reactive to engagement efforts made by community managers that have worked on the brand for long periods of time.