Digital campfires

“It is neither simple nor straightforward to reach audiences gathered around digital campfires. But as traditional social platforms grow, they become more crowded, and it becomes more difficult and expensive to reach people there anyway. In light of this, digital campfires become a much more attractive alternative — one that requires more groundwork and more careful tending, but one that could potentially have big payoffs for brands in terms of loyalty, retention, and long-term love.

The Era of Antisocial Social Media (Harvard Business Review)

Community Marketing is less “build something” and more “grow something”. Lots of tending and care over a longer period of time, with cyclical phases. It’s like working in agriculture versus working in manufacturing.