Most companies nowadays use social media like they used tradional marketing channel. One way message are constantly pushed onto web users.
They don’t understand brands are now only one voice out of many and that conversation about the brands are occuring constantly everywhere else. Better in some case users are so passionate that they create their own discussion places about the brand where they can support each other or even create more value around the brand products.
This case study looks at BricksBuilder, a community of Lego passionate and how they interact and create value. Continue reading “Brand communities and collective value creation processes”