In order to establish themselves as a resource to IT decision makers in the small and medium-sized business (SMB) space, Qwest wanted to create an online forum where those IT decision makers could share and discuss their technology problems and solutions. With thousands of IT decision makers already active on LinkedIn, Qwest decided to establish their community within the larger LinkedIn network by creating a ‘Custom Group.’ A Custom Group is an online, facilitated community on LinkedIn where like-minded professionals gather to collaborate and connect around a shared interest. Custom Groups provide marketers the opportunity to foster longterm interaction with customers and prospects, and engage them with targeted content such as video, whitepapers, Twitter and RSS feeds. Further information for Qwest
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