In today’s digital-centric world, the core elements of advertising are very different from what they were in the past. New businesses no longer consider traditional media such as print, radio, and television to be effective brand building mediums.
Instead, the focus is on social media marketing—the most targeted and focused approach to broadening audiences for brands across all industries.
When it comes to defining the business function of a social community and why it’s essential for today’s brands, the essence exists in customer relations management. Building a social community requires engaging with fans throughout the consumer lifecycle, from the initial brand awareness phase through the final purchase and beyond. Think of social communities as support mechanisms for improving a brand’s communications efforts.
The idea behind building a social community is to create value for anyone who interacts with a brand’s social media channels, driving purchase behavior, consumer loyalty and retention. This can be achieved by focusing on six core areas:
Combined, these and other focus areas can be used to build strong communities that will continue to grow over time—that is, if successfully managed.
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