Description

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Chapter 1: Community Management: A Lay of the Land Chapter 1 will establish a definition of community management and then guide readers through the book's purpose. It will also discuss the benefits of both developing such a community for readers' businesses and having a solid understanding of the various aspects of community management.

Chapter 2: Audience and LandscapeChapter 2 will discuss the research and development that is a necessary step to successful management of a community. It will lead readers through the "who," "what," "where," "when," and "why" of community management and the implications of each of these elements to one's company. It will then illustrate the digital landscape where existing communities burrow and already segment themselves. This landscape is comprised of the platforms associated with the digital sphere, including traditional media, social media, location, mobile apps, and websites. A digital road map will then be provided that will lead readers through the four locations of content segmentation: platforms, channels, assets, and mediums. Lastly, this chapter will discuss targeting communities, how to deal with uncontrollable preexisting communities, and why delivering useful content to an audience will help a community grow and thrive.

Chapter 3: Building Your StrategyChapter 3 will begin with a discussion of primary and secondary objectives to cultivate the "why" that supports the basis of a community's creation. It will continue on to provide readers with a visual representation of audience segmentation and explain how people can be divided based on an applicable example. It will also talk about target customers and other key players in the relationship network and how to differentiate audience segments and correctly prioritize them. Chapter 3 will pull together the strategy development by helping readers determine where to host their communities: an already existing web, mobile, or social platform, a newly dedicated and branded page on a social platform, or on their own website or hosted platform.

Chapter 4: Branding Within the CommunityChapter 4 will start with an introduction to what brand means and the features it is comprised of. It will then illustrate brand identity using applicable case studies. Readers will dive into the needs related to brand consistency through visual assets and messaging that elicit a response in and are relevant to the targeted audience. Chapter 4 will also delve into how to position a brand to deliver competitive intelligence and needs to customers. Finally, this section will discuss how to figure out what customers expect from a community, which defines a brand's sentiment.

Chapter 5: Content Creation for CommunitiesChapter 5 begins with an overview of content strategy, including why it is essential to community and what types of content can be used. This chapter will also discuss planning content, how to decide on the right content for the community, and whether the community should use content from other sources or original content. It will then conclude with a discussion of the benefits that each type of content can offer a community, as well as an overview of best practices for responding to a community.

Chapter 6: Distributing Your Message and Content

Chapter 6 takes readers through the various ways they can distribute their message and content. Deciding the appropriate channels is pertinent in correctly connecting with the target audience where they spend their time, but there are also a host of management tools and tips to be explained that organize distribution efforts, such as one-click publishing tools and multi-user functionalities. A map will be presented in Chapter 6 that will give readers a more visual understanding of distribution flow process. Lastly, readers will be urged to devise a content calendar to organize content, its fre.

About the Author

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Lauren Perkins is a motivational coach, digital evangelist, and brand marketer who devotes her energy to helping individuals and companies unearth and implement solutions that will make a difference in their businesses and lives. After beginning her career as a journalist at a local paper, Perkins was asked to join The Boston Globe, where she learned the necessity of asking hard-hitting questions, assessing the entire landscape, and diving deep to understand the why behind each story. That philosophical approach has endured Perkins's career shift to experiential marketing, brand management, and digital technology, topics that she consults on at Perks Consulting, which she opened in 2008 to modernize the intersection of technology and lifestyle. With the goal of providing holistic, consumer-centric strategies, Perks works closely with every client including eDiets, Laura Mercier, Cookstr, and Pfizer to align brand with business, products with platforms, and marketing with media. In addition, Perkins is a leading instructor at General Assembly, New York's largest technology and entrepreneurship campus. Currently she can be found leading classes on Community Management, User Acquisition, and Brand-centric Business Strategy.