9. Understanding Each Community

Social communities, whether they are online or offline, have interesting dynamics. To make any kind of headway with the community, you need to understand how each individual community functions before charging in and saying, “Hey! Can I join the party, too?” A lot of different factors can affect whether you are accepted into the community. It’s imperative that you understand what makes the communities in which your business is discussed tick. If you don’t, you could find yourself on the outside looking in.

In Chapter 1, “It’s Not Easy, Quick, or Cheap,” I explained how important it is for companies to research where their audience and customers are in the realm of social media. That’s only the first step in dealing ...

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