How can brands interact with their communities? The answer is usually: via social platforms on which brands can create profiles and regularly publish content. In the best case scenario, people interact with these posts, comment on and discuss them, and actively participate in content creation with the brand.
The paradox: the turnover or the valuable part of the interaction usually takes place on the website itself. This is where interested parties find opportunities to make contact, arrange appointments or purchase products directly.
And what we also notice: Communities on social networks are no longer really “close”. It’s less about “social” and more about media consumption… active participation in communities has become much less common. These networks are used to attract attention, paid or organically, in order to lure interested parties to the website.
What does this mean for the customer journey? You use 4-5 different network silos with content to generate attention. And once you’ve done that, you try to lure people away from the network to a website in order to achieve interaction. Why can’t you move the brand’s community to your own website? You give them the opportunity to create media consumption, interaction, exchange and discourse directly on the brand website! Where there is the right value for the brand.
This is possible with weblin.
