Community

In the arena of social media, a gathering of people who convene and connect offers an opportunity for communities to form around shared interests, values, and experiences. Such digital communities often provide a sense of identity and belonging to their members. Whether a brand has millions of followers, a Facebook group has a few hundred members, or a public Twitter account has a chat audience of thousands, a community includes any sort of meaningful connection that seems to be thriving on engagement.

Communities are no longer just about numbers; they are about real relationships, real engagement, and real human connections. The emerging relationship between brands and communities offers a powerful new front in the war against invisibility. And that might just be the fight that brands need to wage for the sake of their own sanity.

After all, in a world where young consumers are spending the same amount of time with brands as they are with coffee tables (that is, very little), the only defense that brands have is a community that can comp together a half-impenetrable shield of invisibility.