community

While communities generate tangible value for businesses — such as content, events, online advocacy and marketing, technology production, customer support, and education — it is the intangible value that members derive from the experience that makes these environments truly “sticky.”

In the early days of community building, it’s essential for the community leaders (or brand) to model the behavior you’re hoping to set as a shared standard and to guide your members along the way. This process is human-focused, high-touch and has nothing to do with speed or optimization.

The best and most lasting communities all gather around HIGHLY SPECIFIC needs. This shared context is key for bonding and it gives strangers an immediate, intimate reason to know and trust each other.

What distinguishes community members from those in other groups is the congregation element: Beyond using, liking, or writing glowing reviews of your product, they spend time forming connections with other people based on a shared affinity for it.