How Kirkland's Manages Multiple Online Communities

Members of the online community, mykirklands.com, are interested in discussions and forums around the retail brand. Members go to the online community mainly for decorating ideas and advice. On the other hand, the retailer's Facebook fans are more interested in discounts and deals. Surprisingly, there's very little crossover between the two communities — about 60 percent of mykirklands.com members don't participate on Kirkland's Facebook page.