Understanding Community versus Commodity Social Strategies

Building a strong, loyal community that's all about connection, empowerment, and mutual support. In this newsletter, we're breaking down the power of community over commodity, and giving you the lowdown on how to create a social media strategy that truly speaks to your audience.

In today's fast-paced and constantly evolving digital landscape, it's easy to get caught up in the pursuit of likes, followers, and other metrics of success. But as we've seen time and time again, a large following or a high engagement rate doesn't necessarily translate to a strong and loyal community. That's why it's important to shift our focus from commodity to community in our social strategy. Instead of just trying to sell our products or services to as many people as possible, we should be working to build meaningful connections with our audience, foster a sense of belonging, and create a space where people feel heard and valued. Why is this approach so important? For one, a strong community can be a powerful marketing tool in and of itself.When people feel connected to your brand or mission, they're more likely to share your content with their own networks. They may also recommend your products or services to others. But beyond the business benefits, prioritizing community over commodity is simply the right thing to do. As humans, we have a deep-seated need for connection, belonging, and purpose. By creating a space where people can come together around shared values, interests, or goals, we're not only fulfilling that need, but also contributing to a larger sense of social good.

So how can you start prioritizing community in your own social strategy? Here are a few tips to get you started:

Listen and engage: Rather than just broadcasting your message to the world, take the time to listen to your audience, respond to their comments and messages, and foster a dialogue around your content.

Create meaningful content: Don't just churn out generic posts or ads. Take the time to create content that resonates with your audience, speaks to their needs or interests, and provides real value.

Be authentic: People can smell inauthenticity from a mile away. Don't try to be something you're not, or pretend to have all the answers. Instead, be honest, transparent, and vulnerable, and let your personality shine through.

Remember, building a strong community takes time, effort, and a willingness to be vulnerable and authentic. But the payoff is well worth it, both for your business and for the people you serve. So let's make community, not commodity, the cornerstone of our social strategy.