Building Brand Communities

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MEASUREMENT AND METRICS

We think of community measurements assessing three areas. Each area informs about a specific and important part of a brand community’s success. Each area impacts on the success of the other areas. Or, simply put, failure in any one area will harm the others.

1. Community activities: experiences offered to members. These include programs, events, blog posts, trainings, celebrations, rituals, and so on.
2. Community health: Members’ satisfaction that they feel supported, included and accepted.
3. Organization outcomes: Behavior, skill, or resource that supports organizational goals.¹

This chapter will provide principles for how and what to measure. There is too much diversity among brands and communities to share exactly what ...