MG Empower’s Joe McElligott argues that, to reclaim the term ‘community’ from buzzword limbo, we need to be serious about what a brand community really is.
When a word is overused, it loses its meaning and we lose our ability to put it into action.
In adland, perhaps no word is as overused right now as ‘community’. So, let’s get one thing straight. Social media followers, names on a mailing list, users in a CRM system… none of these constitute a brand community. They’re databases. And until we make a significant investment in changing that, that’s all they’ll ever be. Read full story ›
Source: The Drum
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