How Communities Work

This document discusses how communities work and brands' participation in communities. It provides an overview of how tribal behavior has evolved from pre-industrial to post-industrial to today. People now belong to many online tribes through social media. Communities fulfill various needs like education, finding a sense of belonging, and gaining social currency. Brands can participate by feeding a community's common interests but should never pose as regular contributors. The best practices for brands engaging with communities include observing communities first before initiating any programs and ensuring community engagement is a long-term relationship.