Brand Social Communities

Question 1

Embedded brand community

Answer 1

brands can develop and engage communities.

Question 2

Online brand community (OBC)

Answer 2

using existing SNS like Facebook or develop its own independent, online community.

Question 3

Content missions

Answer 3

were used to capture the value content provided to community members such as education, customer support, entertainment, philanthropy, special offer, or sales appeal.

Question 4

Community relationship building

Answer 4

included communicating with members, responding to their posts and doing so quickly and effectively.

Question 5

Why are marketers investing in paid ads in social media?

Answer 5

Algorithms SNS use to deliver content in member news feeds make it more difficult for brand messages to reach their fans.

Question 6

Custom audiences

Answer 6

Companies can merge email addresses from their customer databases and website visitor data to target social media users directly.

Question 7

Remarketing

Answer 7

A popular technique is to use targeted ads to “retarget content”.