A community is a group of individuals who voluntarily associate with each other in a physical or virtual location. As we discussed in previous posts, where we compared virtual communities to social networks, communities have a common goal and interests, which establishes a special relationship between the users who comprise them. However, to better define what a community is, it's necessary to identify a series of elements that characterize it:

• Aim: This is what is called the "meta-objective" or "unifying objective." In other words, it is the theme that unites the members of a community, the element that drives each individual's interest in order to foster a sense of belonging within the group.

While it's true that a community shares a common goal with all its members, it's also important to know that each member has their own personal goals, which define them as individuals. With this in mind, it's worth noting that each person's personal goals don't necessarily have to be the same for everyone in a community. As a general rule, these personal goals are kept hidden, so the more in tune the community is with the common goal, the greater the likelihood of success within the community.

• Identity: A community member must identify with it, feel that he belongs to that site and that he is taken into consideration.
• Recognition: In a community, it is necessary for members to be able to advance in the hierarchy, have recognition for their actions and thus feel rewarded.
• Rules: These are the characteristics required to join a specific community; that is, the basic requirements to consider, whether in behavior, admission, ease of leaving, or promotions offered by that community. For example, some communities require a strong commitment from their members, making it difficult to leave the community; or, simply engaging in unacceptable behavior can lead to expulsion and refusal to enter a community.
• The perfect community: This is a community in which a simple user can grow within the hierarchy until they manage and lead it. It seems like a utopia in terms of brand communities, since they already have a pre-established hierarchy, and a simple customer of a company can never lead that community.
• Half: is the physical or virtual medium where members of a community interact.
• HierarchyWhen we talk about hierarchy in a community, we're referring to the dedication each user maintains to that community. There should always be people managing and mediating the virtual space where interaction takes place, as well as rewarding the most dedicated users. If there are people who influence the community, they will obviously be users with a higher rank in the hierarchy than others.
• Commitment: The level of engagement of each user can vary, but the more stimulating and interesting the group's goal, the more sustained commitment there will be to the community. The level of engagement could be compared to a pyramid, with the highest point being the most dedicated users (a few) and the bottom being the rest (the majority).
• The leader: The leader is the person with the greatest commitment and the most tasks within a community. Leadership can be held by several people, including more influential people whose opinions and roles are respected by the community; these are called "influencers." Although the role of the Community Manager is to manage the community and promote its proper functioning, they don't necessarily have to be the leader of said community; it will depend on many factors.

It's very important for a Community Manager to have a thorough understanding of a community's functions and objectives, as their role within it is fundamental. The Community Manager must perform the duties of managing, maintaining, and developing the needs and interests of their company's customers, as well as defending the company's relationships with its customers in the digital realm. Therefore, a role like this is essential for digital marketing management.

Posted by: Silvia Gemar