Tamara Littleton talks to the IAB about the importance of creating communities

The creation of social media communities around specific themes or purposes has fundamentally changed the way advertisers use social media to market to consumers. Last week, Tamara Littleton, CEO of eModeration, talked to the Internet Advertising Bureau about the importance of creating communitites with a specific purpose.

An extract from the article is here:

"Human beings have always grouped together around a specific purpose. Whether it’s forming a book club, taking part in an exercise class, or campaigning for change, we form small communities of one form or another, online and offline, every day of our lives. Single-issue campaigning is a defining characteristic of our times. The Hansard Society’s latest ‘Audit of Political Engagement' (2009) charts the increase in recent years of single issue political campaigning, and polling shows that young voters in particular are more likely to lend their support to a party on the basis of a single issue.

"It is no surprise, then, that brand marketers – including those from third sector organisations - are capitalising on this and creating their own single issue, or single purpose communities. Those that will succeed are those communities with a real reason for consumers to come to them, and a reason to return."

To read the article in full on the IABUK site,  please click here.