Digital Strategy 101
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COMMUNITY<br />
DEFINITION USE<br />
A group of interconnected individuals who<br />
share a vision for the future and can be<br />
defined by insiders and outsiders<br />
EXAMPLE<br />
Attendees of Burning Man are a community. Users of the website 4chan could also<br />
be called a community. According to Senator Bill Bradley, communities share five<br />
common characteristics. First, the community holds a shared vision of who they are<br />
and the future they want to build together. Second, members of the community<br />
share a yearning for connection. Third, communities (especially the strong ones) are<br />
exclusive in some way. Fourth, communities typically have an engaged and active<br />
leader. Lastly, communities share common activities.<br />
Communities are distinct from target<br />
demographics and crowds. A target<br />
group shares a common set of<br />
demographics and/or psychographics. A<br />
crowd shares a common location in time<br />
and/space. Community is a word that<br />
marketers like to throw around, more<br />
often than not incorrectly.<br />
A brand’s Facebook fans are not a<br />
community (they’re most often crowds).<br />
Before you expect a group of people to<br />
behave like a community, be sure that<br />
they share the common characteristics<br />
listed here.<br />
DIGITAL STRATEGY <strong>101</strong>, FIRST EDITION BY @BUD_CADDELL 47
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