Chad Kaszer, director of social media at Sony, tells The Content Strategist how the company has used content to expand its social community.
...The one term that has survived the last decade is not “social” (it used to be call “consumer-generated media”), but “community.” Brands love the idea of a protective and loyal community, but the question is: how can a community form in a virtual space where the members may never actually meet?
In my experience, the answer boils down to three commitments a brand must make in order to succeed: vision, consistency, and shared responsibility. If a company is unable or unwilling to express its unique perspective on the world, commit time to engage with those who share that perspective, or take responsibility for its part in making its vision a reality, then it is amassing a crowd of followers, not a community of loyalists....
[Valuable social media insight from SONY - JD]