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

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CHAPTER9

Designing Community and Social Experiments

How to Apply Agile Marketing Techniques to Community Management Initiatives

Throughout this book, I’ve emphasized the importance of doing research and testing to understand your brand, your target audience, and your community.

I’ve explained how to create content in numerous forms. But once you’ve come up with the content, it’s time to experiment. And to help, you can count on our good friend, the scientific method.

You may remember that we touched on this briefly in Chapter 6. Here, I aim to provide more information as to how to perform a social media or community experiment using the scientific method as applied to marketing initiatives, which we’ll refer to from here as the marketing scientific ...

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