HBR Briefs (November 2009): “Community Relations 2.0” (Kane, Fichman, Gallaugher & Glaser) in the November issue of the HBR.
This article tells us that social media has radically changed community relations. Now, within hours, even minutes Facebook, Twitter, and other social media can change the public’s view of your brand. The authors advocate a mandate to have a social media team. At last a cogent strategy! I especially like the outline on pp.48-49…check it out the detail. Until then, here’s the four major categories: 1. Develop a formal social media policy; 2. Monitor external and internal online communities; 3. Engage online communities; 4. Act as first responders.