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Dynamic Narrative Alignment: Rhetoric in Community-Driven Social Media Management

Dynamic Narrative Alignment: Rhetoric in Community-Driven Social Media Management

Sophie Wrobel, John Kellden
Copyright: © 2015 |Pages: 29
ISBN13: 9781466681255|ISBN10: 146668125X|EISBN13: 9781466681262
DOI: 10.4018/978-1-4666-8125-5.ch019
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MLA

Wrobel, Sophie, and John Kellden. "Dynamic Narrative Alignment: Rhetoric in Community-Driven Social Media Management." Handbook of Research on Effective Advertising Strategies in the Social Media Age, edited by Nurdan Öncel Taşkıran and Recep Yılmaz, IGI Global, 2015, pp. 339-367. https://doi.org/10.4018/978-1-4666-8125-5.ch019

APA

Wrobel, S. & Kellden, J. (2015). Dynamic Narrative Alignment: Rhetoric in Community-Driven Social Media Management. In N. Taşkıran & R. Yılmaz (Eds.), Handbook of Research on Effective Advertising Strategies in the Social Media Age (pp. 339-367). IGI Global. https://doi.org/10.4018/978-1-4666-8125-5.ch019

Chicago

Wrobel, Sophie, and John Kellden. "Dynamic Narrative Alignment: Rhetoric in Community-Driven Social Media Management." In Handbook of Research on Effective Advertising Strategies in the Social Media Age, edited by Nurdan Öncel Taşkıran and Recep Yılmaz, 339-367. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-8125-5.ch019

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Abstract

Effective social media presence is not determined by content creation, but rather by community creation. The trick to successful advertising presence, therefore, is to be able to lead a digital community. Drawing from phenomenology, sociomateriality, grounded theory, and practitioners' experiences in community sensemaking, this chapter explains why community management is necessary for brand survival given the rising trend of online collaboration. It presents dynamic narrative alignment as a framework for developing effective community management strategy, and discusses how narrative patterns shape and are shaped by the community during the conception, technical platform selection, project management, member management, brand management, and monetization phases of community development. Finally, the chapter analyses how strategies based on this framework drive brand equity using successful rhetoric and engagement for select case studies across diverse industries, sectors, branches, and audience sizes.

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