The term tribe or digital tribe is used as a slang term for an unofficial community of people who share a common interest, and usually who are loosely affiliated with each other through social media or other Internet mechanisms.
People can be a member of many tribes depending on their interests. The tribes they are apart of can be contradictory. For example, someone following a health food blogger and follow fast food page. People can become apart of a tribe as long as they want.
With the advancement of technology, the size of the communities are continually expanding because members are from all over the world.
Digital tribes have three major characteristics. Communities begin with Sharing of functional knowledge of a certain common interest. Apple users forum is on the apple website. Here they can discuss new products, gets tips and be aware of the latest announcements.
On the website we can see customers talking to each other about topics. This gives them feeling of community.
Secondly, the group acts as a place of social bonding, support and belonging, allowing individuals to create an identity that helps distinguish them from others. James Charles (Lifestyle blogger and makeup artist) has gained a large following. His followers discuss new makeup techniques and how to find a way to express yourself in a unique way.
Lastly, These tribes create and share a set of collective rules and behaviors, which allows tribe users to distinguish each other from non-tribe members. These rules are usually unwritten. People with the Volkswagen Beatles have a love for the car and wouldn’t like a new member promoting a competitors car.
Tribes have a strong connection about a product communicating by social media or products website. Tribes are more likely to form around areas of interest than according to physical characteristics such as geography. These relationships create a strong community. It is about moving from a “one-to-one” relationship with a brand to a “one-to-many and many-to-many” model. Brands must now go to these virtual groups and interact in these communities. Business can connect with tribes by providing tailored products and services for each tribe and by aiming to have a much deeper connection and conversation with the targeted Digital Tribes.
The traditional tools of marketing have only limited validity in a tribal marketplace. Marketers can skillfully negotiate brand co-construction process with minimal investment by closely examining interactions taking place in the virtual brand communities. Including consumers in product innovation will result in satisfaction, emotional bonding and trust.
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Maebh Rafferty - SOCIAL MEDIA BLOG 