"It is important to remember that building a relationship between a brand/project/organisation and the online community is a long and demanding journey where a good reputation is hard to gain, and can be lost overnight. When designing a campaign, communication, messages and content for social networks, it is necessary to approach all of the above carefully and thoroughly, but also to set aside some time for learning and constant monitoring of innovations in the field of marketing and communications. If we do not keep up with this digital game, it is very likely that our campaign will become unsuccessful, which will lead to a loss of time, money and audience trust. In order to avoid such an outcome, below we will explain the steps, techniques and process examples of good practice, which will help us to become/remain good digital players." (Page 5)