What Is a Community?

Communities should be defined by genuine peer-to-peer interactions rather than simply social media followings. Social media often serves as a broadcast platform where engagement is limited to comment replies, lacking the dynamism of a true community. To cultivate an authentic community, brands must create new spaces that foster connections among customers or advocates. The role of a brand in this context shifts from being a megaphone that amplifies its messages to a facilitator that enables meaningful interactions. This transformation presents opportunities for brands to unlock real value by enhancing relationships between members.