Branded communities are emerging as one of the most effective tactics in social marketing, so it’s no surprise that marketers are beginning to invest more resources into building them on their websites and mobile apps. But growing a truly engaged audience around your own content takes more than just a snap of the fingers or a wave of a magic wand. You can’t just install comments on your blog or add a Twitter widget to your homepage and expect readers to line up at the velvet rope.

Tools like these give your visitors a way to interact with your content, and they often increase audience engagement and time-on-site — but if you stop there, you’re barely scraping the surface of their potential. You need to dig deeper to hit the goldmine. When used strategically, these tools and the content they create as a result can have an impact on purchasing decisions (and leave you seeing dollar signs).

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