Harley Davidson aims to strengthen its community of riders by creating an online presence. It plans to launch a frequently updated blog about Harley events to connect bikers and promote in-person meetups. It will also create Facebook and Twitter accounts to share news and events more widely online. While evaluating success can be tricky, tracking social media followers and comparing engagement to past attendance data can provide metrics. Creating the digital community presence would have relatively low costs, primarily requiring marketing staff to maintain the blog, Facebook, and Twitter accounts on an ongoing basis.