Any company that addresses the general public must now have a digital strategy. Gone are the times when it was enough just to have a website. Internet development and its ramifications make it necessary to have a digital print which is more complex, diversified, exclusive, permanent and better maintained. The successive launching of Web 2.0 (around social networks) and 3.0 (around data sharing) have led to the segmentation of strategies on all fronts. Even if the final goal is to maximized sales and attract the best possible clientele through one's own channels, it has to go through an eleborated community management strategy. The latter is a subtle blend of company image, advertising and e-reputation management. Today, new trades and functions have emerged around the concept of Community Management.
The need for an efficient community marketing is justified by the behavior of internet users who are not only targets for companies, but also frantic consumers of sharing sites. To be convinced, it is enough to consult the statistics of the key networks and take a look at the growth of new...
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