3 ways to build more enthusiastic online communities

It’s time to stop thinking so obsessively about your “product gospel,” this online community activist says, and more about building communities of enthusiasts for your product.

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Think of a time when you connected with a stranger over love of a brand.

Maybe it was raving about your favorite mobile app at a networking event. Now, imagine a brand manager who initiates conversations about the products she sells and the feelings she fosters. That’s the goal of community building.

Community building with your customers dramatically shapes the work of the entire company, from the conferences your CEO attends to the new feature your team will build next. Community building allows you to delight customers and attract prospective customers.

Building a strong community means you go beyond preaching your product gospel. Communities enter the daily lives of your customers and users. They’re powerful. They build brand loyalty and thought leadership in a way customers remember.

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