Interesting thing, communities. We live in them our entire lives. Multiple ones actually, and usually are participating in more than one at any given time.

Today we think of communities more as online constructs, usually referring to a social network as a community. Of course, a community isn’t a tool, but rather a collection of people with similar interest.

The reality is that we participate in multiple communities because of the varied interests we have and the need to connect. We are social creatures and connecting with like-minded peers brings a certain satisfaction to our lives.

This is where the future of communications and marketing come together. Building communities around a brand isn’t misguided as some may suggest. Brands have always had followers, they’ve usually been called loyal customers. These customers are the ones that evangelize at the drop of a hat, and rally around their favorite brand, be it an automobile, soda, or candy bar.

These brand-specific communities existed before social media, indeed, before the Internet itself was useful to the average consumer. So building on that existing base, and providing added value to your brand’s community is the job at hand with social media. The opportunity for your brand is to make it easier for the average consumer to become a loyal customer.

Discover how the power of community can enhance your products and strengthen your brand. After all, why produce and sell something if it isn’t worth people getting excited about it in the first place.

Photo credit: Pink Sherbet Photography