Audience VS Community: Which one Should Your Small Business Build on Social Media?
Understanding the difference between an audience and a community can significantly impact your small business’s online strategy. Both play crucial roles, but knowing which one to focus on can help you better achieve your business goals. In this post, we'll explore what an audience and a community are, provide examples, and guide you on which one to build for your small business.
What is an Audience on Social Media?
An audience on social media refers to a group of people who follow and engage with your brand or personal account primarily through one-way interactions. This group is generally composed of followers or subscribers who consume your content, like posts, share updates, and possibly comment, but the interaction is mainly between the brand and the individual.
Examples of Audiences on Social Media:
Influencers: An Instagram influencer with thousands of followers who like and comment on their photos but do not interact much with each other.
Brands with Broadcast Content: A company’s Facebook page where followers watch videos, read updates, and occasionally comment on posts without much interaction with other followers.
News Outlets: Twitter accounts of news organizations where followers retweet and reply to tweets but do not form bonds with other followers.
An audience is essential for spreading awareness and broadcasting messages. It's beneficial for campaigns focused on brand visibility and customer reach.
What is a Community on Social Media?
A community on social media is a group of people who not only interact with the brand but also with each other, forming relationships and engaging in discussions. Communities foster a sense of belonging and collective identity, often centered around shared interests or goals.
Examples of Communities on Social Media:
Content Creators: Content creators form a community on social media where members actively post, engage with both the brand and each other. For instance, a content creator's platform where followers share ideas, discuss the creator's content, and support each other's creative endeavors.
Reddit Forums: Subreddits where users discuss topics, ask questions, and support one another, like the r/smallbusiness subreddit where entrepreneurs exchange advice and experiences.
Celebrities: An example of a community on social media is the fandoms of celebrities. Celebrities often cultivate strong communities among their fans, who not only engage with the celebrity's content, but also communicate and form connections with each other. These communities can be seen in the comments sections of posts, fan-run groups, or even dedicated social media platforms, where fans discuss the celebrity's work, share related content, and support each other.
A community is vital for creating loyal customers who advocate for your brand and help generate organic growth through word-of-mouth marketing.
Which One Should I Be Building for My Small Business?
Deciding whether to build an audience or a community depends on your industry, goals, and resources. Here’s a breakdown to help you decide:
Industry Type:
Product-Based Businesses: If you’re selling products, particularly those that require customer education or have a passionate user base (like tech gadgets or cosmetics), a community might be more beneficial. Communities can offer peer support and foster deeper brand loyalty.
Service-Based Businesses: For services, especially those requiring thought leadership (like consulting or coaching), building an audience can help establish credibility and attract potential clients.
Goals:
Brand Awareness: If your primary goal is to increase brand awareness and reach a broader audience quickly, focusing on building an audience is more effective. This approach leverages high visibility and broad messaging.
Customer Loyalty and Engagement: If your goal is to build long-term relationships and have an engaged customer base, creating a community is the way to go. Engaged communities can become powerful advocates for your brand.
Resources:
Content Creation Capacity: Maintaining a community requires regular, engaging content and active participation from your brand. If your resources are limited, starting with an audience might be more manageable.
Customer Interaction: If you can dedicate time to fostering interactions, answering questions, and moderating discussions, a community will thrive under your guidance.
Both audiences and communities have their unique benefits on social media. For small businesses, the choice between building an audience or a community should align with your industry, goals, and available resources. By understanding these dynamics, you can craft a social media strategy that not only reaches your target market but also engages and retains them effectively.
Whether you opt for an audience or a community, remember that genuine interaction and valuable content are key to building meaningful relationships on social media.