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The “new community” — Creating true connection through a massive virtual experience
Over the past few years, I’ve thought a lot about the word “community.”
In one respect, it’s become a punch-less term that has lost its meaning in the social media world. Marketing professionals often casually talk about their “community” when it’s really a disjointed social media following or a list of customer connections.
But another aspect of community — true community that collectively stands for something — is one of the most powerful and overlooked business connectors we have. I’ve written in my books that this idea of community and “belonging” is an enduring human need and a timely rallying point for companies and brands.
Today, the imperative for the community is greater than ever in a world where our customers are isolated and separated from their families, work teams, and life routines. In a new world of seclusion and stay-at-home routines, our customers are crying out for connection — for community.
One of the world’s largest software companies is about to launch a bold and unprecedented experience in meaningful community to help meet that need.
And you’re invited.
