The Key to Thriving Digital Communities: Love Thy Neighbor

Do you love your neighbors, your customers, your partners, your employees, and your vendors? Building out a digital community requires unselfishness and can be rewarding. In 2014, I began working on a "social community" plan for trade partners which was met with resistance. After COVID hit, over 75,000 members joined. Digital B2B communities are a powerful sales and marketing distribution strategy.

The paper "Unpacking the Relationship Between Social Media Marketing and Brand Equity" states that customized digital content can enhance consumer-brand bonds. To measure success, use the same requirements of a real-world community: safety, diversity, options, education, and welcoming. As a company, set an example and be involved in the community.

How do you know when your B2B partners are embracing it? It's a feeling. Determine the right people who interact with your product/service, and celebrate successes. New blood keeps the conversation alive and provides value. Get comfortable with the "feel" of an active digital community.