Understanding the direct value in the top

social media communities

• Figure out what fits you best

• Study the community

• Be a good community member

• Personal

• Engaging

• Occasionally mentions brand

• 204K followers

• “Single-serving” blogs

• Find their niche and stick with it

• Active in — and responsive to — the community

• Click-throughs are not huge, but are engaged

• Active in the community

• Submitting quality content

• Helping others in the community

• Rewards its readers

• Badges shows brand knows its readers

• Makes readers feel “in the know”

• Transformed large following into engaged following

• Readers ask questions

• Fans post photos of F&W recipes they’ve made

• Customers manage card accounts via Facebook

• Send friends digital drinks

• Fans write haikus

• Engagement off the charts

• Identified issue

• Offered solution (albeit weekly, not daily)

• Created way anyone, anywhere could participate

• Suits brand/personality

• Suits objectives

• Get educated