Table of Contents

Acknowledgment

Preface

                   Power And Validity

                   Key Questions

Chapter 1   Why, What, and How?

                   Community Reboot

                   First Source: Function—Shared Meaning and Objective

                   Second Source: Emotion and Your brand Loves Me

                   Third Source: Self-Oriented Actualization

                   Fourth Source: Personal and Social Engagement

                   Fifth Source: Collective Relationships

                   Next Steps

Chapter 2   The Importance of Social Media Branding

                   Brand as App

                   What is a Social Media Community?

                   The Social Media Brand and Your Brand

                   Functional ...

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