I don\'t understand on this instructions. Step 4: Engage Communities in Conversa

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I don't understand on this instructions.

Step 4:

Engage Communities in Conversation: Now that you have observed, created a customer map, recruited community members, and evaluated online conduit strategies, you are now ready to engage your community in conversation. You would approach this like you are writing a Marketing Plan with the target audience of customers and potential customers in mind. You want to use strategies that capture attention, engage customers, and meet needs. It is all about starting a dialogue…not just sales and promotion. This is where you can introduce your brand. Branding on the Social Web is the dialogue you have with your customers and potential customers. A strong dialogue translates into a strong brand. Conversely, a weak dialogue translates to a weak brand. The beauty of the Social Web is that the dialogue is active 24hrs/day and 365 days/year. You want to ensure that you don’t just talk about what you stand for, but you need to show your community what you stand for…then, get a dialogue going. Although traditional media still has its place, branding is going to be significantly impacted on experience and discussion about the experience in various online communities.

Step 5:

Measure Involvement With New Tools, Techniques: Before you do start to measure, you will want to ensure you clarify all of your objectives. In fact, before engaging on the social web be very clear about what you want to accomplish and what measures you will use to determine progress. Four critical steps are discussed: Involvement (presence of a person at the various touchpoints), Interaction (actions people take while on those touch points), Intimacy (the affinity or aversion a person holds for a brand), and Influence (likelihood a person will be a raving fan, or advocate, of the brand).

Step 6:

Promote Your Community to the World: You have to promote your community for people to visit. Not just compelling content, but try to get people talking about your community. There is a great example on being transparent and how the social web is like a party. You would promote your community on all tangible and intangible marketing communication pieces.

Explanation / Answer

Step 4: CommunityEngagement here refers to having teh target audience set for the particular product and service and having a medium to cater that to them all. The best suited medium of teh recent times is online platform where once the marketing is done, involvement of whole of the community of consumers can be invited to participate in the bargaining, feedback, comments , suggestions process in order to have better understanding of the needs and also in this way keep them glued and tuned in to the branding and capture tha market.

Step 5: Measuring Involvement with Tools: This in precise means having a measurement and numbers of the level of affinity of teh crowd and understand if the branding and marketing fell in vain. Once the brand is open to all for feedback in the market, there has to be a track and count upon how effective has been the branding. Thus to measure, there can be implementations of techniques as in implementing more attractive ways to pull the attention and most importantly know the measure and count.

Step 6:Promote Your Community to the World : This majorly means global promotion and taking the brand/ product reaching out to all the geographies. This is a discrete marketing that is not just confined to electronic mediums. The content has to be so convincing to reach the roots via verbal publicity.

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