Don't Make These Mistakes with Your Online Brand Community

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Are you having trouble viewing this email? If so, click here to see it in a web browser. MARKETING HOME   |   BLOGS   |   THE MAGAZINE   |   BOOKS   |   AUTHORS   |   STORE RSS   |   Mobile Don't Make These Mistakes with Your Online Brand Community Debi Kleiman and Anat Keinan Six common missteps can undermine your online community. Create "Choosing" (Not "Shopping") Experiences John Sviokla Bring the product-rating information you give online customers into your bricks-and-mortar store. Read more. Does Your New Initiative Threaten Customers' Freedom? Andrew O'Connell Push people and they'll push back, sometimes in completely unexpected ways. Read more. Twitter Bans Sponsored Tweets, Saves Itself Alexandra Samuel An idea that could have generated revenue would also have destroyed Twitter's ecosystem. Read more. Getting Brand Communities Right Harvard Business Review Article Marketers in a variety of industries are trying to increase customer loyalty, marketing efficiency, and brand authenticity by building communities around their brands. Few companies, however, understand what brand communities require and how they work. Brands and the Dark Side of Social Media John Deighton Positioning brands in an era when brickbats get forwarded more often than bouquets. Read more. ADVERTISEMENT BEST SELLERS Guide to Persuasive Presentations 10 Must-Read Articles from HBR Financial Intelligence Collection HBR's Must-Reads on Managing Yourself Guide to Better Business Writing ADVERTISEMENT Job Seekers, Take Note Whether you've been laid off or are considering a job change, HBR's Guide to Getting a Job will help ensure that your next move is the right one. Only $19.95. Buy now » UNSUBSCRIBE   |   UPDATE YOUR PROFILE   |   MORE EMAIL NEWSLETTERS   |   PRIVACY POLICY Was this email forwarded to you? If so, sign up to start receiving your own copy. ABOUT THIS MAILING LIST You have received this message because you subscribed to the "Marketing" email newsletter from Harvard Business Review. If at any point you wish to remove yourself from this list, change your email address, or sign up for other email newsletters and alerts, please visit the Harvard Business Review Email Newsletter Preference Center. Copyright © 2010 Harvard Business School Publishing, an affiliate of Harvard Business School. All rights reserved. Harvard Business Publishing | 60 Harvard Way | Boston, MA 02163 Customer Service: 800-545-7685 (+1-617-783-7600 outside the U.S. and Canada)