C o n t e x t C o n n e c ti o n C o n t e n t C o m m u n i t y Content: The web is richly layered with user-generated content. Your product or service has an online reputation and if you’re not managing it, competitors are. Since 80 percent of consumers research purchases online before visiting a store, wouldn’t it be beneficial to meet them there? Participating in relevant discussions through blogs and networks help you reach out and connect. Context: What image currently exists on the web about your service, product or reputation? Are you able to provide context to manage that im- age? First help people find you, then give them a reason to connect. Connections: People are natural community builders. Give them reasons to be interested in you and a way to connect. Having the right tools allows you to plan and manage these connections with potential for meaningful growth. Community: Once the community takes shape, what role will you play in its growth? What does being an effective online leader take? AT&T created separate blogs, Twitter accounts and YouTube channels for its employees, customers and contributors. Anything is possible. Basic Ingredients* *from the free e-book, “Let’s Talk, Social Media for Small Business,” by John Jantsch of Duct Tape Marketing