As the future of TikTok in America hangs in the balance, we’re reminded of a truth that’s as old as social media itself: Nothing lasts forever. MySpace. Vine. Blab. Periscope. Meerkat. Google Plus. Remember Bebo? No one does.
TikTok serves as a wake-up call that any social platform—no matter how dominant—can disappear anytime.
The solution? Community building—specifically, cross-platform community building.
Community building goes beyond relationship-building; it’s about creating an interconnected web of connection and value. Cross-platform community building is about cultivating these relationships across multiple networks so that they can outlast any single platform.
Social media platforms are volatile. They come and go. But your audience doesn't have to.
Building a Strong Brand Community
At its core, community building is about communication and connection. To do this effectively, brands must:
Identify and share their stories
Why do your employees get up every morning to do what they do?
What impact are you making?
How do you fit into what’s happening in the world today?
Know their audiences
What are their routines, challenges, values, and aspirations?
How do you add value to their lives?
Engage with intention
Use social media as more than a broadcast tool. Dive in. Start conversations. Listen. Make a genuine effort to know and connect with your community members.
Communities allow you to target communications with precision like never before. But they take time, effort, and patience—just like any relationship worth having.
Platforms will rise and fall, but people will always crave connection. Build a community, and you’ll build something that lasts.
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