Digital Communities vs. Social Media: Stop Building Brands on Leased Land

Customer Experience — Wed., Mar. 13, 2024

Social media platforms have become popular for customer acquisition, but recent changes and fees may affect brands' revenue. Brands should consider building their own online communities on their own platforms to increase engagement and ownership of data.

Social media's push for monetization can be costly for brands and diminish social returns. Building communities on owned platforms allows for cost-effective marketing and increases the chance of selling to existing customers. Examples include Noom and Harley-Davidson's successful online communities.

Creating thriving communities on owned platforms benefits both brands and customers, leading to increased revenue and meaningful connections. Resources on building online communities are available for brands looking to make the shift away from relying solely on social media platforms.

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