Author Description

"Branded online communities, where customers, members, or partners come together to share ideas, get support, and collaborate, are increasingly at the center of customer engagement operations. Both businesses and nonprofit membership organizations, like associations and user groups, are leveraging their communities to drive revenue, create more innovative products, and nurture their advocates. However, like any business initiative, online community strategies contain risk. What if nobody visits or contributes to your online community? What if your customers say something negative? What if your CEO asks how the user community fits into your bottom line? This book provides a foundation to address those questions before they become an issue for your organization. With advice ranging from getting buy-in from your executives to creating a content calendar, you'll get a proven framework for planning and launching a successful private online community."--Back cover.