ABSTRACT
This chapter presents students and professionals with practical answers to socialize their brand in such a way that people will not only care about what them say, but people will also want to engage with them as friends and peers. Socializing a brand is an opportunity to create stronger bonds. For a company, it means more loyal customers and advocates. Being a part of a community means adding value and helping someone by sharing what is important to them. The concept of community always involves peer-to-peer engagement and supporting people. Social media gives the incredible opportunity to become more intimate with the people one care about. Professionals can use social media monitoring (free or paid tools) to "listen" closely or monitor conversations in different communities using keywords related to your company, products, executives, competitors, and the marketplace.
