Social Media Marketing

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BUILD ON E
XISTING S
OCIAL O
BJECTS
Lifestyle-based social objects include action sports—skiing, kart racing, wake-
boarding, and kite surfing—along with quilting, cooking, and online gaming. World
of Warcraft, for example, is a great example of the kinds of activities that will spawn
significant followings, literally. For small businesses—and the businesses and organiza-
tions that serve them—there is plenty of interest around the “small business owner-
ship” lifestyle. Figure 10.2 shows the American Express “Open Forum,” a business
community that is built around the needs and interests of small businesses. Lifestyle
associations are a great place to start when planning your Social Web presence: They
provide natural places for you to participate and, assuming relevance, easy ways for
your brand, product, or service to become a valued part of these communities.
Figure 10.2 American Express Small Business