Executive Summary (This is a document excerpt)

Online communities are a powerful way to connect with customers for marketing, support, and developing consumer-driven insight. Unfortunately, many brands launch community efforts without first doing the legwork of developing a strategy, following the right processes, or preparing for the inevitable cultural changes. As a result, some brands launch community efforts — yet never connect with their customers. To increase the chances of a successful online community strategy, brands should use our community launch checklist.

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