| Autor: Beata Tarczydło | 89 |
Summary
The aim of this paper is to explain the methodology of building a virtual community around the company’s brand.
The following theses are taken into consideration:
1. Modern customers and other stakeholders are more often interested in active participation in functioning of a company and they willingly create communities which identify themselves with the brand.
2. Development of communication in the Internet is conducive to forming different kinds of community services which become the indispensable elements of collaboration, communication and, in general, effective organization management.
3. Each company should, in a special way, care about all enthusiasts of its brand, unit them around common values, and build relationships on values and benefi ts important for each party.
Starting from the definition of a virtual community, its kinds and the strategy of its creating are described in this paper. Particular attention is paid to the tools necessary in building the community around the brand and the methods of measurement their effectiveness.
