Executive Summary (This is a document excerpt)

Consumers' rapid adoption of online communities — such as social networks and online forums — attracts a range of marketers. But to do communities right, you need to weigh the options: 1) join existing communities; 2) create your own branded network; or 3) deploy a combination of both. Sadly, many marketers make wrong choices that result in empty communities or, worse yet, brand backlash. In order to make the best decision about building or joining online communities, you need to involve customers in defining, planning, and implementing your online community strategy.

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