The document discusses strategies for managing customer communities and engagement on social media platforms. It provides an overview of BNL Bank's social media presence and initiatives, including its social customer care service. BNL aims to use social media to build long-term conversations to support product promotion, identify advocate customers, and improve loyalty. Metrics show BNL has increased the number of social media cases handled compared to the previous year. The bank seeks to integrate social media further into its marketing and customer retention efforts.