When a brand launches a “community” without clearly addressing the unique qualities of the community and without understanding need states they will focus on, you can see the trouble right away. What is the consistent source of conversation? Should a community be devoted to advancing thought leadership (to be inspired/entertained), giving discounts on products (to be rewarded) or providing customer care (to get support)?

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While traditional marketing, communications, R&D and the like revolve around the notion of “audiences,” social media is centered on communities.  Radically …

This post is part of an ongoing series taken from my eBook on Social Media Architecture; a Field Guide to Unifying your Social Media Presence.   You can download the entire book here
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The proliferation of …