Trust, Social Relations and Engagement

‘Social networks and communities are expressions of people’s need for close relationships, for a sense of belonging and of sharing the same interests, values, experiences. While communities’ connectivity generates a viral environment which is difficult for institutions to control, sharing between institutions and communities helps in personalizing relationships, to produce loyalty and to source information useful to understand stakeholders’ needs, tastes and behaviours. These new possibilities clear the way for new models of brand-stakeholder value creation.’