Summary
Many marketers are launching communities to engage their customers in an authentic dialogue around their companies, brands, and products. However, once they've launched, brands often find that they failed to prepare for key elements of deep and continuous engagement and thus are failing to gain the participation and insights they'd hoped for. To ensure a successful community launch, interactive marketers should follow this checklist, which comprises the four phases of community creation and management: planning, alignment, launch, and maintenance.
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