How can you take your social media from a concert for the masses to an intimate meet-and-greet after the show?
The shift happens when you stop choosing between an audience or a community and realize you need both.
Listen to this week’s episode as I discuss the process of turning your spectator followers into an active community of real fans who will become the foundation for building your successful business.
In this episode of the podcast, I talk about:
- Why audiences are overrated
- Why communities are more important
- The TRUE definition of community
- The weird world of rewarding hate on social media
- How cancel culture impacts community growth
- Why social media audiences are here for the show
- Megaphones vs. Sewing Circles
- My challenge to ALL online community leaders
- The Realness Factor (do you have it?)
- The struggle to automate personal connections
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Memorable Quotes:
- “Audience members are a group of listeners, community members are a body of unified individuals and when I think about social media and the opportunities on these platforms, one of my biggest goals over the next year is to actually build a community versus an audience” – Andréa Jones
- “Social media has conflated the term community, and it's being used to describe any scenario in which people congregate online. So any scenario in which people congregate is now being called community.” – Andréa Jones
- “Not all comment sections are funny. In fact, a lot of them actually create these moments that are rewarding hate, and they're rewarding belligerence, and they're rewarding people getting into fights online. And to me, that is not community. That is almost akin to a brawl, in a mosh pit.” – Andréa Jones
- “Cancel culture, to me, is so contentious that even a flicker of an idea of someone whose ideas are opposed to yours ends up turning into some sort of vendetta to remove that person from the internet or to badmouth that person's entire character. I think that level of community can be very dangerous.” – Andréa Jones
- “There are lots of people who have audiences who like to watch that person perform online. And I don't necessarily think that translates into a community. However, I do think there is a collective enjoyment happening there, right? ” – Andréa Jones
- “I want community members to contribute to the conversation. And as this relates to social media, I think that there's a huge value in those folks who have audiences where community is a huge component, and their members feel like they can contribute to the conversation.” – Andréa Jones
- “Communities and audiences also have different scalability factors. I will admit, audiences are faster to scale. It's way easier to have people gather around and listen passively than to have people gather around and contribute to the conversation.” – Andréa Jones
- “It's easy to fake an audience, right? It's easy to create the impression that there are people watching and listening to you. And I also think about this in the concert scenario where, you know, you can have friends and family fill up those seats. You can actually hire people to come to your shows and listen and watch and cheer you on.” – Andréa Jones
- “I'm very proud of the fact that as someone who works in social media and has a very successful business, I only have 8,000 Instagram followers. And that's my highest-followed platform, right? I'm not a fan of just having millions and millions of people just sitting around watching me. I want a community. I don't want an audience.” – Andréa Jones
Resources Mentioned:
Audience vs Community by Mathijs Vleeming
Episode 200 – My 7 Biggest Marketing Fails (& Hugest Win!)
One Thousand True Fans: All You Need to Know about Marketing in a Single Article by Jeroen Riemens
Free Social Media Sales Funnel Masterclass
