ABSTRACT
Social organizations are brands that recognize social interaction as a core approach to business rather than social media as a tool to accomplish business, and thus experience the power of authentic relationships with key stakeholders. The online world has brought in a new focus for public relations and marketing social media communities, or non-geographically bound groups of people connected through a common social media platform. Developing a platform in the digital environment requires the constant focus on publics who are non-geographically bound; creating dynamic engagement that initiates from the social community itself the term brand community, originally used in relationship marketing theory refers to the formation of a group of people in the digital world around a brand, organization, or cause. The strategic design and focus is then married in creative engagement pieces designed to ignite connection and conversations within brand communities.
