citizen marketers

There’s a consistency in what CEOs, CMOs and brand managers are saying these days. “We want to create a community around our brand.” More and more of them are saying it to social media practitioners and champions since advertising agencies can juice your messaging up on “buzz” or craft a catchy video that “goes viral” but never create a community.

But social media is about connecting to communities, not creating them.

Mind you, good social media programming and activity can attract brand fans and foster the growth of brand communities. But most times, the communities themselves exist

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