Creating a Sense of Community Around your Brand | Digital Marketing Magazine

Creating a Sense of Community Around your Brand | Digital Marketing Magazine

There are 3.17billion people who use the internet, and 2.3billion of them use social media, with an average of 5.54 different social media accounts per person.

The marketing and advertising applications of this are phenomenal. To leave the numbers aside for a second – gone are the days when only teenagers and younger people used social media; social media is used by everyone, and anyone can be reached by a well-considered social media strategy.

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Most digital marketing campaigns these days incorporate some kind of social media activity. This is a massive shift from the digital marketing scene a few years back, where social media was dismissed by SEO experts as unpredictable. Now, businesses’ social media accounts have the ability to pull people together and create a sense of community around their product or service, and everyone is trying to make social work for them.

We see this working particularly well in the baby/parenting sector. As parents are very sensitive about the products they buy for their babies, it’s very important to reassure them that your company is one of the good ones. Companies like Pampers (16,809,688 Facebook likes), The Gro Company (56,629 Facebook likes), and Tommee Tippee (604,025 Facebook likes) have all put a lot of work into their social media accounts. Other than offering giveaways and competitions on a regular basis, they also reply to comments, offering advice and information that adds value to their social media account and brings their users together into a community.

On the comments, parents will talk about their problems and offer help to each other. Once this sort of conversation begins, it is relatively self-sustaining. Emerging companies like Messy Little Thing use social media to promote innovative products like their Long Sleeved Weaning Bibs, where before social media such exposure would not have been possible.

Another instance where a sense of community can make a big difference is online gaming. As the gambling industry is always battling against negative perceptions, fostering a warm, sociable environment is a way or separating your brand from the others. Emphasising the fun and sociable aspect of different games, such as online bingo, is absolutely key to this. UK Bingo website tombola does this very well: it has 115,665 followers on Facebook.

“Community is what tombola is all about. All of our chat rooms have a great community spirit and our dedicated Chat Moderators make this a fun, friendly and safe environment. Not only can players enjoy chatting in our chat rooms but they can also join us on our Facebook page, we have dedicated Facebook group pages for our players and they can take part in frequent prize draws and competitions.” – Dawn Howe, head of marketing at tombola  

With more regular users than any other bingo site, tombola’s social media strategy is working incredibly well, as it secures long-term players and emphasises fun and friendship over money and competition.

Instilling a sense of community generates trust around your brand as the human element that goes in hand with social media allows companies to add value and reliability to their product or service. The beauty of this strategy is that it gains its own momentum over time and can be sustained with very little effort or expense.

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