It’s Time to Come to Terms With Online Life Falling Short of Our Real-Life Expectations

Digital living just isn’t the same

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Since lockdown, we’ve been cut off from colleagues and customers alike. While goats have taken over some high streets and dolphins are back in Venice’s canals, brands are dealing with their separation anxiety by focusing on growing online communities.

But how far can this take us? Can we actually build a real community online?

Well, up to a point. It’s a great way to acquire new customers and engage your current base. As long as you focus on both quantity and quality—your followership and your engagement—you should end up with a strong online community.

So, is that it?

Building a virtual community is only the first step.



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This story first appeared in the July 27, 2020, issue of Adweek magazine. Click here to subscribe.