The future of communities: How digital communications grows meaningful connections

Communities are what binds us together as human beings. They help fulfil our social and emotional needs, offering practical solutions and real purpose. In our digital lives, we search for answers or scroll for enjoyment, support or validation. The communities we end up in often provide a solution, movement, or specific purpose, and that can be through shared experiences, religion, sport, business or popular culture.

The internet has enabled us to find new connections online and forge global communities on subjects that span our diverse world. One study found that 76% of internet users participate in an online community. However, we are regularly reading how broken the internet is, how divisive social media can be, but we are often forgetting how powerful it is in building the communities we belong to. The internet has enabled me to find a job, develop a specialism and tell people across the world about the interesting work Madano does. In a world that is often seen as becoming more divided by the day, the internet remains a powerful force of change and a positive force I believe in.

For organisations who want to build communities to deliver a shared goal, it’s important then, to ask three questions: First, how do we find these communities in the first place. Was it a friend or colleague recommending it? Did you find it online through a post on X or a Reddit forum?

Second, how can we build these communities despite the division, the toxic nature of conversation? Third, how do we grow them. Are people unable to debate and discuss topics freely, without risk of judgement and maintain long-term attachment?

Here’s our take on how to find, build and grow a community:

• Define your community’s purpose and values – so it’s clear to members why they should follow you
• Find existing communities – understand who is already talking about a subject and on what channels and with what content
• Build a compelling story – why should someone join in the discussion? What is the accompanying story and creative you’re using to build a community
• Encourage regular engagement – promote positive discussions and encourage users to share insights, ask questions and/or help each other
• Promote inclusivity – actively listen to followers and facilitate meaningful connections and engagements
• Be open – Keep creating content and ask for feedback – this builds trust over time
• Take a stand – we expect brands to have a point of view especially if harmful behaviour or spam content is being posted
• Review and refine – algorithms change so often that your strategy and plan will only ever last so long. Review your plan, rules and tactics, to ensure they’re still effective

We have to find a way to make our online communities work. They bind us together and enable us to find new information at a few clicks of a button.

Learn more about Madano’s approach to community growing here.

Or if you’re really embracing it, join our community on WhatsApp here.