The Value and Meaning of Community In Marketing

This is a guest post from Tinu Abayomi-Paul.

When you hear the word “community”, even in the present context of social media and marketing, what comes to your mind?

Do you see faces of people you know, admire? People with common interests that you share? Or do you see nothing? Perhaps a faceless blob of usernames?

In the colloquial sense of the word, I belong to many communities, some of them overlapping. Yet it’s starting to worry me, this context of community when framed by the language of ma...