The rapid spread of brand communities has been one of the major impacts of socia

Question

The rapid spread of brand communities has been one of the major impacts of social media. The Harley Davidson Owners Group is one example of an informal network of people with similar interests who use social media to bond and share information. Why are these brand communities effective? (Points : 5) The cost of consumer-oriented publications is too expensive. Consumers now trust their peers more than any source for product information. Consumers no longer trust salespeople. State and local consumer protection agencies no longer review products.

Explanation / Answer

The companies quickly noted that social networks were an ideal channel to publicize their products and to bring consumers, but apparently not had as successful in doing so. They tried to use advertising pay to play to reach users socials networks like Facebook, Twitter and LinkedIn but it was not profitable. Starting 2015 was the year of the boom in other more complex form of marketing, brand comunities.

Advertisers found that most users of social networks were connected together by interests, tastes and affiliations and thought to exploit these people whom have a high level of competence on digital social environments, making them perfect channels to market their products in a way that puts the customer at the center of the advertising effort.

The success of this mechanism is that the group itself and reflects everything that consumers look at the brand, quality, social status, membership, after sales support, among other things, providing two very valuable things in marketing; have a channel whose functionality is proven in real life and audience engagement with the brand.

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