Why brands need to be inclusive for influencer efforts

If you want your word-of-mouth campaign to last beyond the initial buzz, you need to find ways to stay in touch with your fans, writes Andy Sernovitz. Creating e-mail newsletters and online communities are good ideas to start with, Sernovitz writes — or if you’re feeling ambitious, try hosting a live meet-up. “Big or small, live events are still the best way to bring everyone together and re-energize your fan base,” Sernovitz adds.