First things first, here's a breakdown of what they are...
#1 - What are social communities?
Social media communities are online groups that share common interests and experiences. From Facebook to Instagram communities are diverse and made up of likeminded people. The main purposes of joining an online community helps to strengthen and compliment an existing offline community (Jibril, 2019).
#2 - Who are they?
Social Media users – who are they? Understanding basic demographics of your ideal community and their relationship to brands and marketing so they will remain loyal fans of your business.
The value of community members has frequently been grouped according to their communication behaviour. Understanding different segment of your community supports the types of engagement that will work best to communicate to them (Schau, H. J., Muñiz, A. M., & Arnould, E. J, 2009).
#3 - Introducing MECCA M-Power - Supporting Women in the Arts
A goal for corporations is to use social communities to create and house a conversation around their product or message. These are created by companies to enable like-minded customers to stay in touch with each other on and offline (Jibril, 2019). MECCA M-Power is our social change program that focuses on the education of women and girls to advance gender equality Mecca, 2021
#4 - Introducing MECCA Beauty Loop
MECCA Beauty Loop is a loyalty program that offers beauty rewards…samples to try, and fun in-store experiences (mecca, 2021).
Brands like Mecca now have social media presence on platforms such as Facebook, Instagram, Twitter, and blogs to better connect with the consumers. Mecca goes a step further by creating their own community online. In these communities, members can give reviews, create lists of recommendations and favourites, suggest products or merely socialise together online.
Brand communities are not, as they are often perceived, a lone marketing or customer support objective, but a business strategy that demands authenticity.
Mecca’s brand has grown and evolved with the expectations and needs of its most valuable customers. Everything from mecca beauty tips to their exclusive brand mecca max community, to creating a #MECCAmoment.
Image source: @meccabeauty
Building a tribe of passionate customers takes dedication and the right set of tools to be well on your way to a thriving brand community.
With this new understanding of what a brand community is and how to recognise a strong one when you see it, do you see these concepts reflected in your own business or brand?
I’ll be thinking about Mecca as I reflect and continue our final with Brandme Assessment! How about you?
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