Individuals within a community with high identity have an emotional attachment to the group, and derive a sense of their own personal identity from belonging to the community.
Communities with strong social capital place value on the members’ influence. People feel like they have a voice, and that their voice is heard.
A group with high oneness acts as a single entity, displaying high levels of cohesion and similarity between group members.
When brands work with the nature of communities, strong relationships are just the beginning. By participating in communities in ways that play to those communities’ strengths, brands reap a slew of powerful benefits.