Creating a Superfan: The Behavioral Power of Online Communities
“I love this site. So many wonderful people who have never met me, and most never will, offering fantastic advice and encouragement. Thank you everyone.”
“You will be fine. [J]ust keep yourself busy and don’t worry about it.” 1
These are comments from real online communities. What kind of group do you think would inspire this kind of emotion and connection? While you may assume that these must be sourced from some kind of online support forum, they are, in reality, messages from an online branded community—for a cruise line.
Online branded communities, while not a new concept, are becoming a popular marketing tool. Through the use of social media and online capabilities, brands are curating online spaces for their customers. If you visit the websites of many brands, you will likely find a “community” section where users can talk and connect with each other. Prime examples of these communities include Sephora’s community for makeup connoisseurs, or Lego’s community for creative builders.
As these communities increase in popularity, behavioral science can inform best practices in creating and capitalizing on online brand communities.
References
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About the Author
Kaylee Somerville
Kaylee is a research and teaching assistant at the University of Calgary in the areas of finance, entrepreneurship, and workplace harassment. Holding international experience in events, marketing, and consulting, Kaylee hopes to use behavioral research to help individuals at work. She is particularly interested in the topics of gender, leadership, and productivity. Kaylee completed her Bachelor of Commerce degree from the Haskayne School of Business at the University of Calgary.
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