How to Foster and Sustain Engagement in Virtual Communities.

The article considers the use of social media in corporate customer relations and marketing. The creation and management of so-called virtual communities, online social networks created by companies for consumers, is discussed. A three-stage plan through which management can successfully engage with consumers through such an online social network is presented. This involves research on consumer needs and motivations related to their participation, promotion of participation in the network by consumers and motivating cooperation within the network with the company's aims.