CHAPTER 6

It Takes a Community

Social is not a campaign. Social is a commitment.

Stan Phelps

Your organization has gained an enviable level of traction and notoriety. Early adopters love your product; evangelists believe in the mission. Inspired, your employees are all in. Thanks to influencers and bloggers, your brand is showing up on your industry’s “Top 100” and “Best of” lists. The media—perhaps both traditional and digital—respect your work, or at least your potential. You are genuinely making a difference.

For an organization in this enviable position, what comes next in the Social Age?

A community.

Specifically, an online community.

More clearly defined, an online community is a group of Internet users with a passion for a brand or a ...

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