Building Community

Sometimes it's best to let your customers do the retaining for you. Many companies are building communities around their brands and products, enabling customers to connect and share questions and experiences. For example, a company that sells baby products can create a Facebook page for parents t...

In contrast to existing communities, new ones lack a social identity, an established way of participation and assurances of reward or value. These are the foundation of the Community Engagement Cycle.

This is why most communities fail before they even begin. A company needs to establ...

Businesses, consumer companies and marketing executives should try to incorporate serendipity into their marketing strategy, provided it fits their product. People might like free candy surprises, but they may not be ready for free insurance.

Big tech companies like Facebook and Google hav...