The final part to this campaign would be to build conversation as a member of a social community. By building a brand presence via social communities you give your brand an opportunity for customer relationship management. This is becoming the preferred method of communication for most adults when researching purchases and brands.  By participating in the community you are strengthening your brands position by building a sense of trust with the consumer.  It is also a major benefit to the brand to have this media outlet to make immediate changes or to be reactive to the business needs.