Community Building Across an Ever-Changing Social Landscape

17 min
Social Media Marketing

Marketers continue to struggle with how to maximize engagement with their social communities and how to amplify their advocacy in an efficient and measurable way. They’ve invested heavily in building fan bases on numerous social platforms with the promise of an army of advocates, but are often limited in their efforts to spark conversation and measure impact. Furthermore, on Facebook they are discovering that their organic fan reach continues to dwindle without significant advertising investments and are perpetually uncertain of many platforms’ future impact with consumers. Surely, brands are starting to realize that their “owned” social communities are not quite owned at all, nor are they guaranteed to always exist. The big question is how does a brand’s current and continual investment in social media sites deliver long-term value?

What if the next stage in community building and WOM marketing is the potential for marketers to build their own branded community? What if a brand could own the platform and the ability to mobilize its most influential advocates, target them, activate them, and prompt them to spread word-of-mouth.

You Will Learn

  • The challenges brand face today and tomorrow with social networking pages
  • The case for brand-owned communities
  • Ingredients of community success 
Instructor: Jordan Herrmann
Instructor: Susan Frech

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