Connecting with real voices for long-lasting impact 

With people being more connected than ever before in the history of civilisation, impactful communication—especially where institutions with audiences in the general public are concerned—cannot happen in a vacuum. One needs to be where conversations are happening, and preferably at the centre of an active community of interlocutors.

The importance of communities is undeniable. Research indicates that individuals often belong to multiple communities. And in a world where digital is simply everywhere, the possibilities for communities are booming. In 2019, the Global Web Index reported that 76% of internet users participate in online communities. Even more impressively, 98% of people who are part of an online group say they feel a sense of belonging.

These facts underscore the necessity of integrating community engagement into communication strategies. By leveraging these platforms, institutions can not only partake in conversations but also initiate and guide them, leading to increased engagement, positive feedback, and new opportunities.

The case for communities

Communities are an indispensable resource for institutions looking to raise awareness of certain issues, persuade citizens, and spark real change, for numerous reasons.

For one, communities allow institutions to add a more personal touch to their communications and further engage citizens through dialogue, as opposed to one-way messaging. By the same token, they allow both institutions and their audiences to leverage emotion—key to resonant communications—in safe spaces conducive to openness. There’s also a case to be made for the power of communities in helping institutions attract allies and find other champions of their causes.

Perhaps the greatest strength of communities, however, is their ability to foster authenticity. Authenticity is a crucial ingredient in the success of any brand. But what sort of authenticity are we talking about, exactly? And is it really possible in the marketplace? What institutions (and everyone, for that matter) should strive for is an approach which balances between being real and respecting boundaries. “Authentic vulnerability is powerful,” says TED’s Chris Anderson, “Oversharing is not.”

What’s more, authentic vulnerability can allow institutions to tap into communities in a way that amplifies their messages even more, through organic growth with other online communities. According to Branding That Means Business, “the most potent advertising of all [is] authentic word-of-mouth messaging,” making “people like me” the most trusted source of information. This is just another reason why community building should not come as an after-thought when communicating with EU citizens.

Community building via the Octave Model

At ICF Next, we help our clients build and manage thriving communities via our eight-step “Octave Model.” Allowing for continuous input, the Model—an integral component of our communication strategies—empowers our clients to quickly adapt to different circumstances and fine-tune their efforts in the face of new developments. Beginning with a thorough audit of any existing communities, it involves the development of an engagement strategy, community guidelines, and the establishment of a dynamic monitoring system for regular updates and reports, as well as goal-alignment.