Convince & Convert

MARCH 3, 2010

Agencies should also be working with clients on using social media as a market research tool, by surveying fans or creating dedicated, invite-only brand communities that serve as a living focus group. Go beyond the obvious and use customer service metrics, social connectivity of customers, and Web traffic patterns as measures that matter.

Social Media 122

Social Media Strategy CoTweet CoTweet 122

Laurel Papworth

APRIL 9, 2010

If you move that into personal attacks – continually identifying e.g. pointing the finger and naming a person – you will find that you create a negative community with negative comments and a negative tone. People can also be bullied online by groups of people such as class groups or collective members of an online community.

Case Study 104

Case Study Study Blogger Communities 104

Convince & Convert

APRIL 22, 2010

Brand Communities Take your best customers – the 1% that really give a damn about you – and activate them. Certainly, brand communities like My Starbucks Idea and Fiskateers are successful in this arena – and we’ll soon see many more companies using their Facebook fan pages in this fashion.

Social Media 130

Social Media Social CRM Loyalty Web 2.0 130