The Power of Building Online Communities: Tips from Experts
In today’s digital age, building strong online communities has become more important than ever. According to a recent survey, an overwhelming 86% of social media marketers believe that creating an active online community is crucial for a successful social strategy by 2024.
Establishing vibrant social communities not only positions your brand as an industry expert but also adds value to your consumers. However, knowing the importance of online communities and successfully building one are two distinct things.
To shed light on this subject, I spoke with six social media marketers and creators who have collaborated with major brands like Vimeo, HubSpot, The Product Boss, Success Story, and Online Marketing Made Easy to gather insights on building and sustaining effective online communities.
Building Brand Communities: Expert Tips
1. Customize Your Approach for Each Platform
Alexis Nash, former Social Media Lead at Vimeo, emphasizes the importance of tailoring community-building tactics for each platform your brand utilizes. She suggests aligning with the best practices of individual channels to foster strong communities.
Jacqueline and Minna, founders of The Product Boss podcast, with over 97,600 Instagram followers, emphasize diversifying content across platforms to cater to the unique needs of each audience segment. They recommend engaging with followers through a mix of live sessions, stories, posts, and events to create a dynamic and positive community vibe.
Mat Cruz, former Community Management & Growth Specialist at HubSpot, underscores the significance of nurturing communities in environments that resonate with users’ natural behavior and preferences.
2. Inspire Your Community with Valuable Content
Amy Porterfield, renowned entrepreneur consultant and host of the Amy Porterfield podcast, believes that compelling content lies at the heart of building a robust online community. She stresses the importance of offering high-quality, free value to motivate and support community members in achieving their goals.
Porterfield suggests using videos, polls, and interactive content to keep your audience engaged and inspired. By providing free value consistently, you can build trust and loyalty among your followers.
3. Understand Your Community’s Purpose
Marketers must gain a deep understanding of their audience’s interests and the core purpose of their online community, advises Mat Cruz. Identifying the underlying goals of your community helps in determining the right platform to foster engagement and connection.
Alexis Nash advocates for leveraging user data to curate meaningful interactions and experiences within an online community. By prioritizing empathy and understanding, brands can establish lasting relationships with their audiences.
4. Provoke Thoughtful Debate and Be Unique
Scott Clary, host of the Success Story podcast, encourages marketers to spark critical discussions within their communities. By challenging norms and fostering contrarian viewpoints, brands can ignite engaging conversations that resonate with their audience.
Embracing authenticity and thought leadership, while remaining empathetic and inclusive, can help brands stand out and attract a loyal following.
5. Cultivate a Genuine and Vulnerable Space
Authenticity is key to fostering a strong online community, according to Jacqueline and Minna. By creating a safe and genuine space for individuals to express themselves, brands can build trust and loyalty among their community members.
Nash emphasizes the importance of leading with humanity and empathy, enabling social marketers to connect with their audiences on a personal level and forge meaningful relationships.
Examples of Successful Brand Communities
1. Google Labs
Google Labs brings together thought leaders to collaborate on industry challenges, fostering mutual respect and innovation.
2. Twitch Local Groups
Twitch leverages local community groups to create real connections between members, transforming online interactions into meaningful relationships.
3. Sephora Makeup Enthusiast Community
Sephora provides a platform for beauty enthusiasts to connect, share tips, and engage with brands, creating a vibrant and inclusive community.
4. Roblox
Roblox immerses users in a digital world where they can create games and connect with others, offering an interactive and engaging community experience.
5. Tumblr Fandom and Art Community
Tumblr supports fandoms and artists by providing a blank platform for creative expression, fostering a diverse and inclusive community.
6. Apple Expert Community
Apple rewards knowledgeable volunteers with exclusive access, creating a supportive environment for customers to get help and advice.
7. Adobe Support Community
Adobe’s support community helps users navigate its products, emphasizing learning and collaboration among creatives.
By following these expert tips and examples, brands can build and maintain successful online communities that foster connections, drive engagement, and add value to their audience.