Editorial

When Communities and Connectivity Go Hand in Hand

Understanding your audiences to better meet their needs should be the ambition of every brand in an era where transparency and authenticity are keys to success. Although somewhat obvious, this business vision justifies the establishment of communities—spaces where businesses, employees, clients, and other stakeholders come together to exchange around common interests. Big names like the GAFA already do this. However, while not everyone can be GAFA, this philosophy remains within reach for all.

Simon Audet

PRESIDENT | Omerlo

2 min read.

It would be a mistake to think that simply creating a page on every social network or relying on Microsoft Teams, Zoom, and Slack will lead to the establishment of a truly engaged and engaging community. First and foremost, it's important to set the stage by considering the topics you wish to share with your audiences and where to disseminate them. Do you want to highlight company news, provide advice, create a newsletter, or produce a podcast? Regardless of the topics and formats you choose, one thing is certain: a community is not a place for promoting products and services, but rather a space for exchange and discussion. Hence, the importance of enriching your community with high-value content. This is only possible with a carefully planned and often revised strategy, adapting to market changes and your brand’s evolution.

In an increasingly connected world, the dominance of so-called virtual communities is well-established, and inclusive digital engagement is certainly key to their success. Whether over the phone or on the other side of the screen, digital tools facilitate exchanges while making them more spontaneous. Investing in a technological approach to create and maintain a community is thus not just an expense but a genuine investment. This is even more true when the approach reflects the community itself, which can vary depending on the channels and their customization limitations. The ultimate solution is to create a digital hub that allows businesses to support each other’s growth. It helps employees stay informed about the organization's inner workings and keeps other audiences engaged with the company’s missions.

Your community will be at the forefront of your projects. It will support you in achieving your goals and share the same passion that drives you daily. Additionally, it’s essential to mention its potential to generate ambassadors who will act as advocates for your brand among their peers.