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In previous eras, people used to gather around a faith group, neighborhood association, or trade union.
However, the crisis of social isolation has created a vacuum that commercial, for-prof...
Social isolation may be the leading problem of our era.
Technology is part of the problem of disconnection, as we're replacing deep, emotion-driving in-person relationships with superficial online relationships.
Another cause is the decline of par...
Some for-profit brands are identifying the opportunity for stepping into the cultural need and market opportunity for more in-depth, real-world person-to-person connections.
Most brand-led community building focuses on people loosely aggregated around a brand, where the brand is the hero, and the people mostly interact with the brand.
What is needed are initia...
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Studies show that the younger demographic wants restricted, private, secure and exclusive networks which cannot be thronged by unwanted people, like their parents.
These exclusive online social ...
Private messaging services like Facebook Messenger and Whatsapp are where private interactions happen and people are comfortable sharing details in private group messaging.
There are new applications like Tex-Rex, The Infatuation, or Community which are helping brands penetrate this private space.
Micro-communities are platforms where people gather around shared interests, beliefs or passions. Some examples are Facebook Pages and Groups, Instagram Stories, Slack and Youtube.
Brands can tap into this by partnering with influencers who have the kind of demographic they are targeting.
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