10 trends in community engagement
Steve SmithStarcom MediaVest Group, London
The internet has spread the notion of community, uniting people with common interests and likes across the globe, but brands must earn the right to intervene, says SMG's Steve Smith.
Communities are vital for our wellbeing, identities and everyday lives. They help us to find out about jobs, holidays and what brands to buy; we use them to meet people who share our own interests; and they provide us with people who become our friends and even lifelong partners. Examples of communities include those based around local interests, the...