The Power of Online Communities
Not everyone is a member of an online community—yet—but the Internet community culture is already far too influential to be ignored, and increasing Internet penetration means that it will touch an ever-broader segment of the population. There’s a huge, global conversation going on, and it’s important to be aware of it and know what it might be saying about your brand. After reading this chapter, you have the necessary context to start doing that. The chapters that follow will explain, step-by-step, how you can harness the power of this phenomenon for your company’s benefit, whether by listening to the global conversation, or by jumping in and starting a community of your own.
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