Market Segments are not Communities!

I couldn’t agree more…    for a while now I’ve been getting twitchy about how the word community is being used to cover all kinds of groupings.  Now Nathan Gillat’s over at Social Media Today has posted some great thoughts about this.

In short – Nathan’s saying, and I agree, that marketers (and others too) are using community to describe groups they’d like to reach.  Whether these groups are real or not is another matter, and something that you’ll only find out by doing some research, often at a local level.  Nathan comes up with a useful breakdown of the elements that make up a community:

  1. Self-identified
  2. Exclusive
  3. Connected
  4. Communicating
  5. Supporting

When we talk about community engagement here at Audiences London we’re talking about reaching these identifiable groups in ways that allows for a 2-way dialogue.

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