Swim Lesson 4 Lets Get It On

This document discusses why building communities for brands is important. It notes that communities can increase word of mouth, brand awareness, bring new ideas faster, and increase customer loyalty. However, getting people involved, finding time to manage it, and attracting people are obstacles. When marketing to consumers, they want to connect with people and discuss topics, while marketers want idea generation, customer service, and other benefits. Marketing helps give customers a place to discuss the brand and gain consumer insights. Building a community requires focusing on customer needs, developing relationships, making it feel local, recognizing contributors, and communicating. Building community is hard because more content and members attract more of each in a cycle.