ABSTRACT

Smart social goes beyond publishing content onto social platforms; at its core it is about building communities. This chapter explores the role of community in online spaces while indicating a variety of tactics that a publisher can use to ensure that their fans and readers feel engaged with their content. This can include paid social, harnessing brand affinity, borrowed equity, content creators, giveaways, and employing the role of community manager. Following on from this, we look more closely at how to grow communities across specific platforms, tapping into their unique cultures before moving on to highlight key ways that the community manager can engage authentically in these spaces. Finally, this chapter gives guidelines on crisis management, for when things could potentially, or do, go wrong.