COMMENTS VS. COMMUNITY. WHAT'S THE DIFFERENCE?

Summary from the TLDR Marketing newsletter

While ‘comments' involve brands engaging in conversations on social media, whether by replying to customer posts or joining comment threads on viral content, ‘community' building goes much deeper. Comments do increase visibility, show brand personality, and create casual interactions, but they are only one part of a broader strategy. True community building focuses on creating lasting connections, offering shared spaces, and providing ongoing value that goes beyond reactive engagement. Relying only on comments can lead to shallow interactions and comment fatigue. Building a real community requires an effort that involves more than just the social team.