[Challenger Brands recognize that regardless of what their company offers, there are dozens if not hundreds of forums or message boards that are germane to them, and participation is critical. At the bare minimum, monitoring the exchange of ideas on those outlets is essential for Challenger Brands to ensure that they are not receiving any undue criticism that goes unanswered. More importantly, Challenger Brands have information of value to those forum participants, whether they are active or passive readers. Challenger Brands recognize maintaining credibility as a knowledge source is critical and that selling is taboo.
Adding value is the name of the game for Challenger Brands. They realize that when you have properly positioned your company as an authoritative source, participants will want your advice. Challenger Brands realize that participants will know the name of the company they represent, so before that advice crosses over into what would be deemed blatant selling, Challenger Brands take those conversations offline and engage in a direct email communication. And Challenger Brands are not afraid to state to the forum that that is what they are doing. It goes a long way toward maintaining credibility as a reliable source of unbiased information. Challenger Brands know that active participation pays enormous dividends when they are regarded as rightful members of the online community.
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