Chapter 9

Audience/Community Development

Connectivity through social media and devices continues to get better and better, and these advances provide outstanding ways to communicate directly and regularly with your audience. You can share information and content with them, engage and interact, and cut past layers and obstacles from prior eras and other channels. Given recent trends, this level of access should continue to improve in the coming years.

While PR, advertising, channel promotions and other kinds of programs can perform well—you can control and manage communications through the audience and community connections you build. As you get ...

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