“A community is a social group of members who have some commonality and similarity.” These can be similar interests, ideas, opinions, etc.
Leveraging the power of social media to establish two-way, beneficial communication between the organization and its audiences is the true essence of community building. Community building takes a step forward in the relationship with one’s customers. Getting information from friends or family before purchasing is generally human nature. With User-Generated content becoming so popular, potential customers also check out reviews before buying. The new media landscape allows companies to communicate with their audiences and take their opinions directly. People have access to what other people are saying about the same product or service with the help of online communities. The company becomes a leader that other people trust in a strong community. It is essential to ensure imperfections within the community, just like any other relationship, because a community is a way of building relationships with customers. Therefore the company must showcase its flaws to its customers because people trust vulnerability and relate to the story enormously.
Man is a social animal; he thrives in numbers. Knowing that more people like him are out there makes him feel like he belongs somewhere. This is the thought that a community caters to, helping a man achieve a sense of belonging and purpose. It connects people and adds value as a whole.
Brands should identify and share their stories about what they are doing, what impact they want to create, etc., to show their audience what they stand for. They should creatively use their consumers’ demands to diversify and get to know the customer better.
A community acts as one’s safe place. A place where he can freely express what he feels and what he thinks should be done to make something better. A community helps target communication in ways never experienced before for a brand. It takes time and effort but goes a long way.