Chapter 6: Social Community

When you finish reading this chapter, you will be able to answer these questions:

  • How do social networking communities enable user participation and sharing?
  • In what ways can brands utilize social networking communities for branding and promotion?
  • How can brands reach consumers organically using social network sites? What characteristics do brand fans exhibit?
  • What forms of paid media can be used in social communities? Why is paid media important to social media marketers?