The new shape of online communities

Florencia Lujani

The way people interact and influence each other online, and the way they consume and distribute content, are bringing new challenges for brands interested in creating communities with business impact.

When the ongoing pandemic sent the world into lockdown, most forms of socialisation moved online and the internet started to flourish in its own way. During the following months, the shape of online communities changed and evolved, adopting new forms of practice that are much more niche but highly significant. They are fluid, decentralised, sometimes anonymous, mostly private, yet capable of mobilising in highly-coordinated efforts to influence others and drive positive impact. Today, online communities are spaces at the forefront of cultural innovation.

Brand communities create business value 

Brand communities have always played a crucial role in collective value creation....

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