Why We Need to Define Community Through Multiple Perspectives

[danmoyle]

Community. It's a powerful word. It can mean inclusion, it can be tied to businesses, it can even lead to social movements.

It’s also in danger of becoming lost to the jargon juggernaut that is marketing. 

As soon as we marketers see something working for others, we tend to hop on the bandwagon and try to copy success. It’s okay to admit it. We’re only human. 

Here’s the thing, though: It doesn’t have to be that way. 

We need to define community through multiple perspectives because people are not one monolithic entity. This can’t be simply a “Here’s what community means and here’s how we monetize it” situation.

When you think of community for your brand, think of it from at least two basic perspectives: Your business and your people. Maybe even flip that and think of your people first and your business second. 

When thinking about the people, consider the communities you belong to and what makes them special. 

For example, I’m part of the community of Metallica fans. What makes it special is my history with their music, getting to hear different versions of live performances, getting early notifications of concerts and new albums, and connecting with other fans to hear their stories. It’s not a way for the band to simply send me coupon codes and sell me stuff (although I do buy!). But it’s a place for me to connect with others who love to headbang to new and old Metallica.

I’m also a member of the HubSpot Community and have been for a very long time. Why? Because I believe in the mission of HubSpot, I love the work the company does, I’ve used the tool since 2010, and now I love to help others. Again, it’s not a place where HubSpot sells me. It’s a place to “gather” and lift others up. 

As more businesses buy into the community movement, I’m excited to see how they serve their organic, existing communities, and how others grow strategic communities without exploiting their audience. 

The questions I’d like to ask us all are these: 

1. What does "community" mean to you?
2. What is your favorite community (personal or professional)?

I asked my teammates these questions, along with folks within the HubSpot Community and others on LinkedIn and Twitter. Here are a few thoughts. I’d love to know what you think, too. Leave your perspective in the comments! 

Dewayne Higgs: For me, a community is a group of people who meet to share in some common interest, and that common interest could really be anything.  Whether it's a hobby, an interest in a service or product, or a unifying goal, it doesn't really matter, just as long as people are willing to meet up and engage in the subject matter.

Communities have always played an important role in my life: matter-of-fact, I probably wouldn't be the software engineer I am today if it weren't for the opportunities afforded to me by local industry-related communities such as the (now defunct) Amarillo Tech Meetup and the Machine Learning and Big Data Meetup, which I help organize.  I might be a bit biased, but I would have to say that those two communities are my favorite.

Jacob Olle: Community, to me represents a group of different people who work to identify and leverage their unique strengths, lifting each other up in the process. Niche communities, like the HubSpot Community, are especially awesome because they help you find other people like you who actually understand and get excited about the same stuff that you do!

Anton Bujanowski: For me, a community is all about connection with people who share the same interest(s) and grow together.

As most of us, I’ve started as a complete beginner searching for help in the HubSpot community and now - 5-6 years into it - I’m able to help other people from all over the world with their questions.

Jennifer Nixon: I think a community creates a sense of belonging, where our similarities bring us together, but our differences help us grow and challenge each other.

And one like the HubSpot Community lets you use your strengths to help others while also having the opportunity to level up your own skills by learning from others, it's a win-win. 🧡 

Giesle Lempert: For me community is a place where people feel understood and supported. 🧡 

Chris Martin: Community to me, is a place where the success of the group is the ultimate aim. It's where people feel supported, valued and a part of something greater than themselves.

But it's also a place that cares, that helps those with less to give and enables everyone to grow together.

Jen Bergen: Community creates a place to be supported in work and life, to make and support friends, and to accomplish something bigger together than we could do on our own.  It is where you can feel seen and heard. In this safe space you can be more receptive to learning from other people, and more confident to share your knowledge or experience to help other people.

Here’s the question for you: What does “community” mean to you personally and to you as a professional (in marketing, sales, or as a business owner)? 

Let’s start our own community of people thinking more deeply about community right here. Drop your thoughts in a comment, converse with others, and let’s come together over this vision.

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[danmoyle]

Loving all the new perspectives from another bootcamp cohort! Great to see you all here. 😀 

[AlisonRJ]

@HHumphreys Love that idea about rewarding people in your community with something that will genuinely help them in their career. 

[AlisonRJ]

@elissa_cotter Yes, definitely! Most people's experience in business used to be that they had to suppress the personal side of their life, but more and more it is becoming acceptable to 'bring your whole self' into a business community. 

[elissa_cotter]

@Gamin I love the emphasis on having a supportive network that helps foster growth and overcome challenges. It is so important to be able to talk about specific challenges with people who can really understand, who have been there themselves and who can offer real advice and support! 

[elissa_cotter]

@CSherwood Fantastic that you mentioned your gym as a community! I think gyms can be great examples of community since everyone is working towards their own individual goals, but it is so much easier to stay motivated when you have a supportive community of people working towards the same/similar goals 🙂 

[YourBrvnd]

In my perspective, community encompasses our interactions with the individuals we encounter along our respective journeys, much like cars crossing paths at an intersection. It extends beyond personal connections to encompass a broader sense of belonging within one's town, city, or country. Communities consist of people from all aspects of life, such as colleagues, classmates, or members of hobby groups, and it transcends physical boundaries to encompass the digital realm as well.

I also believe that not all communities are alike, and not all communities will fulfill us. Despite the differences, what remains constant is the fact that communities always facilitate connections with others. Whether we actively seek it or not, community revolves around effective communication and arises when individuals come together through a common element, be it a physical living space, a particular area of land, shared offices, a social group, or any other shared interest. 

- Nurit 

[EvelynLok]

What a wonderful article @danmoyle, thank you so much encouraging people to be involved in communities. I have to say I am new to actively being part of a community, however I love reading comments and learning from other peoples perspectives. I strongly believe that communities are needed to make society warmer and stronger. Whether the goal is to performing a common hobby or similar interest, or software that helps you in your daily work. It's about being there for each other. Having a common sense of belonging and not having to do everything alone. You can learn from others' discoveries, and share yours, to grow together and experience joy. In the past, you might have gone to the little supermarket on the corner and disccus all that's going on for useful tips and real-life experiences from fellow vilagers, and now you find each on online platforms. In the end, people need people.💛

[Austmado]

A community is somewhere I feel welcomed and accepted.  Somewhere where I feel among peers who share common interests.  In some communities, the bond can feel an a deeper level than a sense of friendship, and can even transcend to a familial sense.  A community is also a place where I feel I can be my most authentic self, without fear of judgement or ridicule.

[Austmado]

@SamanthaLumang I do like the idea of a community being a support system.  This is actually a very powerful and integral aspect of communities.  People join communities because they are in groups with like-minded individuals, but moreso because they SUPPORT each other.  Great addition, thank you!

[tshenolo]

Love this concept of community, in my school club society last year we had a thing we used to say "K for Community" and helped us identify more with each other. We still use the saying to this day and it brought us so much closer. Beautiful friendships formed from there and I'm glad to see it playing out in the world of business as well.

[emilychin]

My relationship with community is quite lengthy, as I've had a lot of experience with grassroots organizations, nonprofits, and unpaid community work dating all the way back to high school. I was really interested in continuing working in community after my undergrad degree but found that the personal communities I am passionate about do not pay very well, and at the time there were not many opportunities available (definitely still relevant now).

Fast forward a few years later, and I now work at a digital marketing agency as a Community Manager. This has challenged my own views on community, because my own personal communities of video games, volunteering, fashion, etc. are not the ones I am working on, but rather professional branded communities like continuing education for Nurse Practitioners, real estate agents, etc. The value I see in my personal communities (connection, support, events) is vastly different in these professional business-y and educational communities (classes, networking, sales).

[emilychin]

@bekachen I love your comment! It reminds me of whenever I stumble upon a niche piece of content but no one else has ever heard ot it, but realize it's not so niche by rediscovering it through other posts on the internet, I feel such a sense of belonging with the other commenters or fans. 

[emilychin]

@tshenolo What a lovely anecdote 🙂 A little humour never hurt anybody, and your example shows that it brings people together. Humour is definitely something I lead with whenever I'm in a collaborative setting or working with communities, as there can always be social anxieties or an expectation to be too serious. The closer we are to people, less formal we become. 

[PTosic]

This article truly resonates with me as it emphasizes the importance of defining community through multiple perspectives. It's refreshing to see a call to move beyond the superficial marketing-driven approach and instead embrace the true essence of community.

Thank you, @danmoyle for shedding light on the true essence of community and inspiring us to think deeply about its significance.

[EMarkova2]

Community for me is a group that enriches the lives of its members, inspire for better and the individuals involved must also feel a shared sense of trust, connection, and support. 

My favourite community is the alumni of the former employees of my company.

This alumni  combines several layers of shared experiences in one. Members fondly recall their time on the same projects, customers, the tasks they all completed and now implement the same in their new jobs, or the interesting traditions they participated in. Alumni networks provide social and professional connections if people continue to work in the same field. 

[danmoyle]

I love all of these stories and the discussion. We read them all - so please keep sharing. Thank you all for showing that community is a far-reaching idea with many diverse experiences! 

[EMarkova2]

@bekachen  Great that you have mentioned one of the most important community feature like feeling emotionally safe. It's extremely important! Being sensitive myself to other people's words and reactions, I remember the case that taught me a lot. As an admin of a telegram community, I put a negative reaction 😞 to the comment by mistake and haven't noticed until I got a question regarding my reaction. I answered with a joke in a personal message and make clear it was a mistake but I will remember that for the whole of my life. This lady became a client and still is an active member of the community.

[EMarkova2]

@SamanthaLumang Agree with your point! I used to be part of the community where the main market competitors were joined together by some external agency. Observing the journey they did just for a year, I was really amazed on how the community power can work for the benefit of all competing companies. Starting from absolutely innovative solutions, new market trends, joint events, worst practice sharing exercise. 

[CSherwood8]

@francasal @Gamin and @elissa_cotter Yes Defiantly agree 🙂 

[KhesaVillocino]

Taking time to keep things in perspective allows us to develop a better understanding of things, see a problem or challenge from different angles to develop better knowledge and to evaluate the importance of something

[indomie]

Community to me creates a sense of belongingness. More of like a home, a family.

[AnaGrgantov]

Community should feel like a safe space where you can connect with oter likeminded people and share your interests and help each other. 🌟

[NicolaFerg]

Interesting article @danmoyle. I particularly like the sentiment about not immediately leaping to how do we monetise it. That might be the outcome but I don't believe that's the core reason that people create or belong to a community. Community for me means making a genuine human connection with a group of people who have shared interests and goals, whether they are for work or fun (or both). A community supports each other and is stronger together than the sum of its parts (with apologies to Aristotle!).

My favourite community is a netball one locally. My daughter plays and I am the chairperson, focusing on fundraising in the local community amongst other things. I get huge pleasure from watching the teams compete every week, and enjoy working with the other committee members and coaches, each of us playing to our strengths and supporting each other. The way we are part of and interact with the local (geographical) community is also really important to gain their support, but ultimately we are a group of people who love the game and enjoy competing.

[NicolaFerg]

@emilychin Really interesting to note the differences you have found between the grassroots, non-profit communities and business communities. It makes me feel quite sad that the business ones are about networking and sales and I would have hoped that the connection and support would follow through, but maybe I am being naive! I agree with you about personal communities not paying well so I see those as more of an opportunity to do something related to a passion.

[NicolaFerg]

@YourBrvnd I love your take on community and connections! I like the sentiment about creating the sense of belonging, and agree that not all communities will fulfill you. In my experience, some can be much harder 'work' than others, and you take them on for different reasons and at different times in your life but they do always facilitate connections.

[K-Pop]

Brilliant article @danmoyle , thanks for sharing 😀

[NicolaFerg]

@Austmado I love your description of a community being where you are welcomed and accepted, and can be authentic. Such a personal view of community and what's at the heart of it.

[Atriom]

@danmoyle This is a brilliant piece.

In mordern day, "community" is the backbone for any business looking to actively engage with and provide a comprehensive support to target audience.

[HMalandra]

@danmoyleThank you for sharing this article. It was very informative!

@francasalI also believe communities can start with any form of communication. A community is brought together with those of similar interests with a common goal.

@AlisonRJI agree that community membership should be flexible depending on personal preference of participation and overall goals. 

[Raffy]

@YourBrvnd "when individuals come together" jumped out to me. It makes inclusivity (come together) and diversity (individuals) more organic (when the coming togther happens). 

[BuyerServices]

1. What does "community" mean to you? Many of the perspectives shared here work for me, and I appreciate them. Community for me means collaboration, give and take, interconnectedness around some set of values or interests. It's where people can feel safe, seen, and known. 
2. What is your favorite community (personal or professional)? Some of my favorites are:
   Family of Love: It's the hippie, new-age, spiritual, etc people in my town. I love that there are chats about what local events and house parties are happening and who's going so we can meet in person. There are requests and offers for supplies and assistance (give and take). Sometimes a song gets shared. It's always a little surprise and delight for me, and it translates to real world relating.
   Wisdom: This community is made of people who are all committed to personal growth and creating a great life at all ages. People relate authentically, vulnerably, and are open to new perspectives. It's about empowering each other so the give and take is ever-present. They have each other's backs and know that what they give is what they get.
   Writer's Group: This community is all about a shared commitment to giving time to the craft/practice/creation of writing. There's a clearly defined structure, optional attendance on a drop in basis. It's a rotating core of attendees, and they are either getting to know one another deeper or they are finding meaningful connections/ways to contribute/resources. Probably, they are also getting to know themselves better, as there is no pretense when they're there doing their writing/passion projects.
   The Bar Method: My local franchise had a very strong community of people encouraging each other, and instructors always pulling for our best, helping us improve. 
   
   Perhaps for me a common thread is that a community isn't where people belong (though they do), it's where people belong to themselves, and their limitations, doubts, and concerns disappear. ?

[BuyerServices]

@NicolaFerg I love that you shared this! Agree!
"A community supports each other and is stronger together than the sum of its parts (with apologies to Aristotle!)."

[BuyerServices]

@aiem2 
I am so on board with what you shared. "I live by the premise "I'm happy to help". I've taken on the ChihckFilA philosophy of "It's my pleasure" as a way to find more pleasure in serving people, vs being annoyed or frustrated wherever possible.

"I think it's obvious that the notion that I should only care for my success, regardless to what happens to othe people is obsolete....Sales and financial success will be a consequence" of the former. 

This is the approach I am taking with my community (out of the Community Building Bootcamp). Build from the customer / members. Fortunately, there's no mandate for financial success, but I feel that the opportunities will arise (not just for me, but members, too) out of the interactions in the community. 

[TanyaRuiz]

My love for community started back in College, when together with a group of girls we started the Women's Basketball Club. It was a community for women who wanted to play basketball, but were not ready to join the varsity just yet. That experience taught me 3 Cs about community - consultation, collaboration and contribution. When you're new to a community you consult, you learn the ropes from the more experienced members. As your expertise and confidence grow, you are able to collaborate with community members on shared goals and missions. When a new set of newbies join the group, you get the chance to contribute and help them with their journey, as others helped you when you started. 

When Incognitus our agency started with events, I was happy to relive this in the events we produce, the communities we become a part of. When we expanded our digital services, stepping into a new realm was intimidating. We're lucky to be a part of the HubSpot Community and I'm looking forward to continue consulting, collaborating and contributing here as well. 

[NicolaFerg]

@TanyaRuiz Great comment. I love the 3 Cs of community, a great way to view the way a community changes as you develop the skill.

[BBollinger]

For me, community is anywhere a group of people can collaborate on a shared goal or interest. I also love people, so being a part of a community is very important to me. As a Revenue Operations Specialist and HubSpot Admin, former agency girl, I am part of the HubSpot community, or my favored term, 'ecosystem.' I am a dance teacher, and I have been a part of the dance community my entire life. I am obsessed with Vampire Diaries, Stranger Things, Buffy, and Sci-Fi in general -- there is a safe space on TikTok for us where creators have compiled the most incredible edits to relive the best moments of all those series. 

Community rules!

[j-elle]

To me, community is first and foremost belonging. No matter how different you are from the other members of your community in myriad ways, you belong because you share this special thing together - and that 'thing' can be almost any common love, passion, interest, you name it!

My favorite community is a loose one - the world of craft beer drinkers & the brewing teams that create them.

[Jenny26]

I enjoyed reading this post! 

Community to me is a place of belonging and connection around common goals and interests. It's a place where one can give support and receive it.

The HubSpot community is my favorite - it has been a place of inspiration and wonderful support for me in my HubSpot adventures. I have found this community to be very generous in offering suggestions and help.

[acarcavilla]

Good article! Community is everywhere. Now, more than ever, it is our time to make it collaborative and deeply human. After all, we are all individuals with common interests who crave person-to-person connection, understanding and support to move forward together on current and future challenges.

I think that only after understanding this will the most innovative companies be able to move forward and "leverage" the community and their businesses together. 

[VGiasullo]

At the beginning, I think community is a space where people with shared interests can meet to discuss. But overtime, I think it grows - becoming a space where people feel supported and affirmed, leading to experiencing a sense of belonging with this new found family. 

[TMateus]

Hi @danmoyle, thanks for sharing your thoughts! 

I found your article to be insightful. Although I appreciate the value of communities, I sometimes feel overwhelmed when participating in them. 

[KBailin]

Lots of eye-opening insights here @danmoyle! Personally and professionally, I think community is when a group of people are united for a cause and mission that's bigger than any one person. 

One of my favorite communities is the Trainual Insiders Slack. It's a one-stop shop of Trainual's Template rollouts, Protips, Inside the Process Videos, and a channel for Features/Feedback Suggestions. Trainual's team is super responsive and collaborative as well.

[FHaas01]

I agree with many others that this article brings vlaue about the importance of community.

[RickBarcellos]

To me, community is a synonym of authenticity. That's because the truth is that the relationships between companies and their audience (customers) is rarely an authentic one these days. Often, the communication between them is made up of marketing and sales communication, and any "give" there is comes with an expectation of a short term "get". To me community is a means to build a truly authentic connection to your audience. To give without expecting to ever get something in return. We are all professionals, and we know companies don't invest into something that won't somehow create a return, so I don't want to sugar coat the fact that it is a strategy still, however, when I see community done right there are always other people who benefit from the community, who are not ever going to spend a dime or be invested with the company that owns the community. 

My favorite communities are HubSpot's and Apollo.io's. I think they do the best job of what I just described.

[KChiara]

Great post! 

To me, community means connecting and celebrating unique voices who share a similar interest.  

I'm a vegan living in Massachusetts, so naturally my favorite community is an online Facebook group for vegans in my state! As a vegan, it's easy to feel disconnected from your non-vegan peers. Being a part of this community makes me feel connected to others with the same passion for plant-based options and a vegan lifestyle. I love how members are always sharing new dining spots, sweet treats, recipes and even deals on their favorite vegan meals.

[EtouliaSB]

I think of community as a space where folks are understood and supported. What's so great about community is that one day you can be looking for help on one topic, and then turn serve as an expert on a different topic for something else. My favorite community is a Facebook group for expectant and new mothers. I learned so much from the ladies in that group - true heroes!

[marianders15]

To me, community is built upon connection, but also provides a validation that yes, you belong here and you are welcome. I saw some comments on this article that talked about how many online communities provide a sense of emotional security along with information and like-minded individuals to connect with and that really resonated with me. In my personal life, I belong to a few niche communities - one for crocheters and one for those who are gluten-free. My crochet community has been a space to see what other yarn artists are making, share patterns, get help when you make a mistake or get stuck, and receive support when working on difficult projects. The GF community has brought me validation that my struggles and frustrations are not mine alone and in my tough moments, I have people that share those same experiences. Both have taught me so much tribal knowledge - you can't put a price on that! 

Professionally, my favorite community is honestly the HubSpot community and you know why? There is no gatekeeping in the HubSpot community. Everyone is here because they love HubSpot and they want to 1. get the most out of the platform and 2. help others do the same. I've been a part of other communities that are very clicky or make you feel like you're always three steps behind. Not the HubSpot community. You are welcome whatever stage you are at. Welcome to learn and grow and keep building.