Marketers must learn the true meaning of community

04/27/2012 | Advertising Age (tiered subscription model)

All those "likes," follows and pins your brand is accumulating don't necessarily mean your social strategy is taking off, Anthony Del Monte writes. Such metrics often are merely "virtual high-fives" given to access an incentive, not indications of a meaningful brand relationship. Real community-building is a more complex, nuanced process, requiring marketers to step back and think deeply about what their customers care about, Del Monte argues.

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