12   AMPLIFYING YOUR MESSAGE

Communities are not a new concept. Communities have existed in face to face interactions since humans lived in groups. It is still possible to create a brand new community from scratch if you need to. If you want to create a community specifically to enthuse about your new product, we will see how to build a successful community by following a couple of rules. First, we will look at why influencers in the community are so important in sustaining the community and propagating messages. We will look at trust and how to harness the knowledge through the initiators and trusted advisers in the community. Secondly, we’ll look at the different ways that buzz is created, starting with an initiator with an innovative idea ...

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