Social media such as blogs, user communities, and social networks, reduce a company’s control over its image and public message. That’s a scary thought for many businesses. The April issue of Harvard Business Review contains a great example of how Harley-Davidson relinquished control and allowed social networking to build a community that today ranks the company among the top 50 global brands. According to authors Susan Fournier and Lara Lee this act of brand management bravery brought Harley-Davidson back from the brink of extinction.
“Getting Brand Communities Right” takes a good look at the three forms of community affiliation and provides popular examples of each.