It used to be that what connected us was who we were connected with. The beauty of Facebook is that I’m now friends with the people I was friends with in kindergarten – after a 20-year hiatus. To me, that’s pretty cool. I can see how they grew up and how their kids are like them. Amazing.
But there are others I’m connected to and we’ve never met. But I have more in common with them than those who’ve grown up with me, who’ve seen me go from tomboy to six-inch heel wearing diva.
What connects us is our passions. Hence, the popularity of social tools such as Pinterest, Instagram and Tumblr. Now we can connect, deeply, about the things that move us; things that bore our in-person friends to death. FB still has a chance because of fan pages. Companies such as Dingo use it well because it’s essentially a place to check in and geek out about your dog. What s/he was wearing on Saturday and videos of your dog’s best tricks are what keep that community hopping. Too much of that on your regular profile page, shared with your regular friends and it’s awkward, weird and overkill. (One can only live with so much cuteness before it gets old.) But there are some communities where the words “old” and “overkill” don’t exist. It’s a world filled with passionate people about certain subjects.
The platform that helps communities to fully and completely express their passions wins.