According to HubSpot, 86% of social media managers believe building an online community is important for a successful social media strategy.
Additionally, with 27% of social media users actively participating in online communities—up from 40% among Gen Z and Millennials—the question posed to today’s leaders becoming less one of “Should we be on social?” furthermore, “How important is social media for the growth of our organization in the future?” Communities are evolving into a strategic marketing channel, not just an engagement tactic. They boost advocacy, boost retention, enhance product feedback loops, and accelerate trust in brands, particularly in businesses where social influence is increasingly being measured in revenue. In this article, I will discuss how building a community on social media can improve your social media marketing strategy, build brand loyalty, and increase social media ROI over time. What is a community on social media? A group of people who interact with one another on social media platforms based on shared values, goals, or interests is known as a social media community. These communities provide a platform for members to share content, participate in discussions, support one another, and develop relationships with one another. They can form on a variety of platforms, including Facebook, LinkedIn, Twitter, and Reddit, among others. Recently, we hosted a webinar with Christina Garnett, community builder, CX strategist, and author, where she shared invaluable insights on what it truly takes to build and sustain a thriving brand community.
From the psychology of engagement and the challenge of activating passive members, to evolving community metrics, and customer advocacy, Christina offered a fresh perspective on why communities matter now more than ever.
Difference between social communities and social audiences
Although your community is a part of your audience, it provides a deeper connection to your brand. Christina Garnett says that a community needs to be an oasis—a safe place where people don’t feel sold to, judged against, or ignored. Social communities are groups of individuals who actively interact with each other and with your brand, emphasizing community engagement as a key aspect.
Members participate in discussions, share content, and contribute to the group’s overall experience, often driven by a shared purpose or interest. They are more deeply involved in the community’s interactions and feel a sense of belonging. In contrast, social target personas refer to a broader group of people who follow or consume your content but may not engage deeply. They might view your posts, listen to your updates, or watch your videos, but their interaction is usually more passive.
They have a lower level of engagement and are less interactive than other members of the community because, in contrast to them, they rarely contribute to discussions or have a common objective. Consider the Facebook Group (community) of a brand, for instance, where members actively discuss new products, provide feedback, and attend exclusive events. On the other hand, the brand’s larger social media audience may like or share posts, but they rarely participate in discussions or activities. The members of the group are extremely involved and engaged, whereas the more general followers may only consume content passively.
