As interactions between brands and stakeholders become more conversations than organizational announcements, community interaction opportunities are at a premium for communicators. Brand communities on social media provide members with a sense of belonging and, when run well, are shown to increase brand loyalty. Looking for ways to organize an online brand community and increase the rates of comments to conversion? Check out this list of articles to help design the plan right for your organization.
Brand community managers play a unique and important role for brands looking to capitalize on the network built on social networks. To maintain the sense of engagement and inclusion among participants while still identifying useful information to convey back to the organization in actionable ways requires a unique perspective and a good set of KPIs. This article takes a look at what social media managers, who often serve as the brand community managers, can do to organize and engineer brand communities for the most value to the consumer and the company.
Value of social media on the bottom line is sometimes hard to prove, so taking a closer look at the factors motivating purchase can be a big benefit to understanding strategic planning and justifying the spend. This piece takes a closer look at brand communities on social media, as well as comparing content created by the brand and the user, to determine what influences purchase and engagement behaviors in consumers.
Oppositional loyalty, or the rejection of a competitor to your preferred brand, is bred through positive brand associations with favorite products and brands. This can be fostered and grown within brand communities on social media, especially during big sales and product launches. The expectation or association is, for all the things a consumer loves, a competitor has a similar product - and it isn’t as good. But what happens when the competitor brings a new product to market without something equivalent in the preferred brand? The authors explore how brands can maintain consumer loyalty by activating within branded social communities even when they aren’t the first to market.
Engagement drives loyalty, but it isn’t immediately clear how to drive engagement. It turns out, engagement is more than clicks and comments; the process of interacting with consumers in social media communities is actually a series of smaller activities and conversations focused across the interactive experience. In this article, the authors describe these processes as well as how to use this information to build loyal, empowered consumer bases for a brand.
Full title: The roles of brand community and community engagement in building brand trust on social media
It’s all about trust when it comes to building a community, and social media brand communities are no exception. This article explores the needs for brands as they look to ensure a sense of trust between the brand and customers, and what puts this trust at risk as conversations and interactions increase in the groups.
Engaging with consumers on social media helps create brand loyalty, but only if brands can build a connection. Social media managers need to know how to strategically plan their content and outreach, as well as what to track to prove value to the larger business. This article is an empirical look at the factors creating measurable impact on social media brand pages, showing interactive content is king and timeliness of posts rules the roost.
Full title: Introducing branded communities in sport for building strong brand relations in social media
Should brands create communities for their own organization, or host a space for people to discuss the market at large? That’s what this piece digs into, utilizing a closer look at the social communities in the sports community and how to appeal to a broader audience and build brand loyalty within wider spaces with a well-managed community space.
What gets social communities moving? Solid content strategy and two-way interaction between brands and group members, argue the authors of this article. By measuring engagement within the community based on likes and comments, community social managers can be empowered in their content and conversation strategy within branded communities, leading to greater interaction with stakeholders and, ideally, encouraging loyalty within the overall brand community.
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