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As the online world matures, social communities are splintering into groups, with consumers becoming smarter about how and where they spend their time. Shared interest communities and communities of purpose - those with a single aim, or goal - offer brands a great way to target previously hard-to-reach consumers with a very specific demographic profile, need, or interest. This paper, focuses on communities of purpose: what they are and who is using them (and how); questions brands should answer before setting up a specialist community; the issues facing community managers; and - importantly - how to overcome those issues, and manage a community of purpose effectively.
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