I hear all the time that social media is toxic but I really don't find that. The reason? I'm really selective about who I follow and therefore what pops up on my timeline. This means that I typically leave social media feeling positive, having either been inspired, educated or entertained. One of the people who contributes to this is Famira Green (Community Focused Brand Coach) who recently shared a post on the 5 key differences between building an audience and building a community. Not only was it too good not to share, it really reminded me why I love PR so much. For example:
#1 Dialogue versus monologue
Famira makes a wonderful distinction between the communication you’ll have with your online audience vs your online community. She says that “an audience may have a more passive connection with you and [it can] feel like you are doing all the talking (monologue), vs the two way conversations (dialogue)” that occur between an online community who are “connected through a shared interest or goal”. For example, in January my article on group travel was one of Black Ballad's most read. As a result of that, I had people in my DMs asking me about my group travel recommendations which, in turn, allowed me to tell them about Media Magic (my retreat for business women, experts, coaches and authors who want to uncover a quick and systemised process to pitch the media so that they can get onto more top platforms, be seen as industry experts, and start raking in larger paydays). This experience showed me that, when you share stories or experiences that resonate with your ideal client (on another platform), they will reach out to you to continue the conversation.
#2 Belonging vs Binging
There is nothing quite like finding your people. It brings a joyful and purposeful sense of belonging- like you are in the right place, at the right time, with the right people (who just get you). I’ve built and continue to build my community through a mix of serendipitous encounters and PR as in my interview with Candice Onyeama in 2022. As a result of some of the health issues that I've tackled in my previous Black Ballad articles (such as diet culture, toxic cultural beliefs and productivity anxiety), I was approached to write an article for The Tape Collective on how fibroids disproportionately impact Black women based on Candice Onyeama's film, Born Again. This then led to me interviewing her for another article on Fibroids for Black Ballad. As a result of both articles, Dawn Heels (fibroids activist) included me in a video about people who positively impact the womb health community. We have also collaborated twice and would consider ourselves friends. This is also the case with me and Candice- since those initial collaborations, I have become a member of her intensive for screenwriters as a mentor and she is now one of my dearest friends. In this way (and many more) PR has enabled me to, in Famira’s words, find a “community that provides a sense of belonging” for not only myself but everyone one who’s a part of it.
#3 Commune vs Consume
Last year I was a panelist as part of Alt Marketing School's graduation. As a result of that, I've been able to keep in touch with some of the cohort and one of the fellow panelists. What I loved about this experience, apart from the opportunity to talk about networking and PR (my jam) is the fact that it's allowed me to build relationships with these lovely ladies and even help serve their communities e.g. by making recommendations and giving referrals for campaigns. What was only intended to be an opportunity for the audience to “simply consume” my content, grew into a community of like-minded women who can commune together. It’s just like Famira says: “a community is built on active participation, with members contributing and collaborating to achieve common goals”.
#4 Values and vibes
Leonna Howard (owner and choreographer at Shake Culture Dance) said that, when it comes to Media Magic, "I just know [and] feel like the connections made on this trip are going to be phenomenal. I think we're all going to get along [and] everyone's going to enjoy each other's company". How can she be so sure? Well, she knows me, and my values, and shares them too. This is in line with Famira’s teachings that the thing that brings communities together and keeps them connected is their “shared values and beliefs”.
#5 Engage versus entertain
A few weeks ago, I had the pleasure of being a part of Lori Granito's Purpose, Power and Profits summit where I talked about how to kick limiting beliefs to the curb. That presentation came as a result of the Black Ballard article that I did a few years back on toxic cultural beliefs and how to avoid it (mentioned above). At the time It did so well that Black Ballad invited me to do a Twitter chat on it. Engagement was so high and the feedback was so good that this topic has become a go-to keynote for me. Further evidence that, as Famira says, an engaged community that gives feedback “help[s] to improve and grow your business”.
I’m so grateful to have an online (and offline) community. A group of people who I can converse and commune with. It is through these moments of real engagement that we can all feel like we belong to something greater than ourselves. I’m also super grateful for women like Famira Green, who make my social media scrolls meaningful and valuable. But what about you, lovely? How you can take these insights about building community through PR and incorporate them into your business?