Ask Should a business build its own community or spend that energy participating in communities that already exist?

[Brajet]

Building your own community from scratch takes a lot of time and effort, and many brands underestimate how hard it is to keep people engaged in a space you control. Joining communities that already exist lets you meet people where they already are, which can feel more natural and less like a marketing move. That said, owning your own community gives you more control over the conversations and the relationship with your audience. Do you think more brands should focus on showing up in existing communities before trying to build their own?