PREVENTING PROTEST LEVEL IN VIRTUAL COMMUNITIES

Creating a virtual community, the company may know what the value of its target audience and develop a sensible way to delivery of the product. The history of the social marketing can be divided into two generations. The first generation was the brand as the centre of the discussion, with very little interaction between the fans. But now, when social media became more developed and universal, the cycle of communication involves much more interaction between the fans. Although about 81% of consumers still prefer to find information for the purchase of the web site of the product, 58% of consumers joined the Internet community on the basis of the message a friend Facebook (Ignasiak,2014). While social networks have their value belonging to the properties it provides elements to social networks such as Facebook, may not. They provide individual design, advanced access to data and additional management capabilities. A well-planned strategy in the field of social networks is likely to include social networks, such as Facebook, in addition to the contingent resources online.