This report explores what it means for an organisation to have an active community and why brands should make them a priority.

It provides best practice guidance on developing a community strategy and how to measure its success. It covers:

  • Purpose: What is the value and purpose of a community to an organisation, and how does defining this help to shape a community strategy?
  • Platforms: How should brands decide which platform to build their community on, and what are the pros and cons of some of the most common platform models?
  • People and planning: What skills do community managers need to have in order to nurture, grow and manage active communities?
  • Proof: What are the key metrics that can assist in measuring the effectiveness of a community strategy to ensure it meets broader business objectives?