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The Community Managers Playbook:How to Build Brand Awareness and Customer Engagement by Lauren Perkins

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CHAPTER6

The ABCs of Landscape Analysis

Getting to Know Your Audience, Brand, and Category

In Chapter 5, we surveyed the lay of the land, which gave you a framework for your community management strategy. Now it’s time to collect more specific information to turn that strategy into an actionable plan. The digital world provides a lot of useful intelligence if you know where to look, but it can be hard to cut through the noise. That’s why I’m equipping you with the ABCs: Audience analysis, Brand audit, and Category assessment. Audience, Brand, and Category are also, not coincidentally, the three major aspects of community. Don’t worry if you’re not familiar with those terms yet; I’ll cover each one in depth.

By the end of this chapter, you will ...

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