marketing to a COMMUNITY

Martinez, Juan
June 2010
CRM Magazine;Jun2010, Vol. 14 Issue 6, p30
Trade Publication
The article reports on the marketing to a community in social media. To avoid negative post from an online social network member, many companies have decided to create brand-specific online destinations where they are able to monitor conversations about their own products on their own turf under their own rules. It cites the case of Nestlé SA in which its brand fan page has been disrespect by the Facebook fanatics.


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