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The insight that should hit some community managers like a ton of bricks is that many brands have ZERO true fans.
The ability to find co-workers with compatible values will be a determining factor for brands who wish to survive today's culture war.
While majorities often push normative social influence, minorities tend to strive for the ethical high ground according to Conversion Theory.
Why is it so difficult for companies to get recognized for CSR activities? Your CSR is boring simply because you're picking the wrong fights.
Public relations on TEDx: Why brands should target a stupid majority to attract the active support of a smart minority.
Jerry Silfwer aka Doctor Spin is an awarded senior adviser specialising in public relations and digital strategy. Based in Stockholm, Sweden.