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I think that should really be seen as a privilege and not a right. And, so, brands often as they try to interject and weave themselves into digital communities, they often feel like that guy at the party who only talks about himself and I think that does a real disservice to the power of social media and the power that are in these communities. And that’s the idea of being able to actively participate in that back and forth with people so that “finally getting the community right” part in the trend title was really a nod to that, the fact that we think creators present this very authentic, yet effective way for brands to participate and build communities online.

[Giuseppe Caltabiano – Rock Content] You mentioned digital communities. Now, whenever I read about those digital communities, I immediately think about LinkedIn groups, Facebook, Facebook Groups, eventually Twitter community, new Twitter Canada WhatsApp Number Data communities but also many other new things like Peloton, Lego, many other companies that are doing this right. Well can you give us some examples, in your opinion, of brands that are really understanding and doing it right with digital communities? [Sarah Dawley – Hootsuite] Yeah, I mean I think those are two really great examples.



I’m a Peloton rider myself. I see one right behind you. I think the way they have created not just a service, not just a product, but a true community that revolves around their product and service, which has united people in a much bigger, deeper and more meaningful way is really amazing. And I even was listening to a podcast this morning where they were talking about the metaverse and Microsoft’s recent acquisition.