Web Cliques: Building & Engaging Communities Through Social Media

The adage may say otherwise, but just because you build it doesn’t mean they will come—at least not in the context of digital communities executives build around their brands. On the contrary, the Web constructs that external stakeholders build seem to draw more attention than anything that smells of corporate messaging or PR-driven content. But that’s not to say that social media isn’t a key component of communications efforts, whether they’re intended to increase brand awareness, build reputation or boost PR effectiveness. “Social media offers highly targeted opportunities in relevant outlets,” says Idil Cakim, VP of interactive media at GolinHarris. “Audiences will be focused on your issue, and they will embrace your topic and spread [it via] word of mouth.

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