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Developing B2B Social Communities: Keys to Growth, Innovation, and Customer Loyalty by J. Lovett, Sam Creek, Margaret Brooks

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Case Study in Focus: CA Technologies

As community managers, we are often asked: “Why does community matter? And why is it important that there’s an online community for my product?”1 There are lots of ways to frame responses to these two questions, but at the end of the day the answer to the first question is that your customers are people. It’s important to remember that people are hardwired to be social. Our brains are set up to be rewarded for finding new information, receiving praise, bonding with others, and building up trust between people. As ­discussed in Chapter 1, the neurotransmitters dopamine and oxytocin in our brains help create ...

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