Digital communities are quickly becoming the lifeblood of organizations as more companies turn digital and remote. A recent article by the Wall Street Journal found that adults in the U.S. are now spending up to 16 hours a day on digital media. With so many options, the one commonality that many people are looking for is genuine connections with people and brands that share their interests and values.
The concept of a community is not always tangible. Communities can come in the shape of forums, social media pages, private groups or, in some cases, a mix of each. For brands that really get community right, this phenomenon could be fragmented and simply come down to offering a service that people genuinely love to associate with. The best communities are built organically over time and can act as a powerful and genuine marketing channel.