One of those other sources is a community. Social media communities include a group of people who are interested in a specific brand or area of expertise. Some examples of online communities include Nike Run and any Facebook group. Brands create communities, so it is important companies have common features.
There are four common features every audiences looks for in a community.
1. Exclusivity. Everyone wants to be the first person to know something. It's powerful knowing information and being the first to get updates is one of the main reasons social media communities exist. So companies need to make sure the information getting posted is true and valuable.
2. Tone. Remember all the policies and terms of agreement we are supposed to read before signing up for something? We just click the box saying we agree with the terms and conditions even though most people don't read it. Well those policies set the tone. Direction on what is right and wrong will be and should be emphasized on all platforms.
3. Consistency. Think of this as a mission statement. People don't want to be a part of an unorganized culture or community. Make sure there is purpose behind the community and goals set in place for individuals to follow.
4. Sustainability. Communities are constantly updated and maintained by their hosts. When a vlogger uploads new content to a social platform, loyal followers are going to change their schedule and behavior to see it.
People will come together to support a cause, brand or idea. Being together in a community allows individuals to feel a sense of belongingness. They can all come together to brainstorm, engage and share ideas and information in a specific space.
"Communities host a variety of different individuals, who in their own right have created their own brand and media outlet to the point where they are deemed powerful and persuasive in nature."
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