With the enmeshment of technology in our lives, the processes of everyday living that once tethered us to other people have become increasingly fragmented. Membership in real-world social groups, clubs, and local organizations has been declining, while the time we spend online continues to grow. And, while traditional social media has arguably carved out an online space for what we have lost offline, it has created its own set of issues. These issues typically center around an experience which is more individualistic and based on an ideal self image, where users often cultivate personal brands built on “likes” or views.
The authentic connections that we look for, but don’t always find, on social media are part of the fabric of online communities – and this is a major reason why people are turning to these spaces more and more. Findings from our study show that making connections with other people who have similar interests (66%) is one of the primary drivers behind why users engage in online communities.