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Purpose (have a purpose over a positioning)
Content (varying types grow communities, organize for it)
Personality (communities are made of people, of consumers
44% not brands)
follow brands on
Experiences (that spark advocacy) twitter for deals...
37% fan brands on
Facebook for deals
Utilities (that make the brand useful) Razorfish Feed Report, 09



Earn vs. Buy (each brand earns fans in their own way)
Listen (so you know what will work)



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Published in: Business
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