Community matters

February 2013
Creative Review;Feb2013, Vol. 33 Issue 2, p68
The author argues that while building online communities has come easy for companies such as Facebook and Instagram, retaining user loyalty is much more difficult. Particular emphasis is paid to the backlash that resulted following Instagram's decision to change its terms of service, changes which seemed to propose that the company had the right to sell user photos to advertisers. The backlash led to an apology by the company's chief executive officer (CEO) Kevin Systrom.


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