Passive to active- Community Marketing must have a correct attitude.doc

 PAGE \* MERGEFORMAT 6 Passive to active: Community Marketing must have a correct attitude Must admit that today is increasingly being enterprises, especially the concerns of brands, and to implement a community marketing, is the birth of a new passive marketing. The reason that the company has a huge online community of energy, because they feel themselves unable to control this force, which in the past these companies have always believed that their financial resources and strength enough to control the market, the voice of the vast majority of public opinion, including on the Internet portal focus on the industry Web site. Therefore, companies want to start the beginning of community marketing, in fact more like a solution to the crisis public relations, hoping to deal with those from the forum, the blog of brands and products to consumers with negative feedback. Passive to active matter of fact, to cope with online communities ‘dissatisfied’ is not so simple. From the mass media to personal media, from the portal to the small and medium communities, from one to many to-many, this change in the media audience is not just a number of changes in the media, but in essence-to-consumer relations, audience dialogue, The new revolution in marketing. In the past, so long as, and a few, few institutions will be able to describe it to deal with the idea to explain the market to its questions, and now, the situation has changed. In general, a negative voice is often the first place in small communities, the first one post (or a blog), then thread, followed by being reproduced, the final reports by the media attention and then enlarge to form a collective attention of the media, thus the formation of a crisis. How to catch them the first time. The face of thousands of community users, enterprises must find new ways of grafting with these consumers, audience, channels of communication and dialogue between us. In short, blocking than dredging should be passive to active