Harnessing the Power of Online Communities & Fandoms: A Focus on BTS and ARMY
by Rina Dakanay
In this digital and hyperconnect world, there is much to be said about the power and influence of the online communities and fandoms that align themselves with a brand, entity, organization, or product. Across these digital spaces, a broad range of organizations and brands can create and engage with loyal advocates on a personal level. As a doctoral candidate in instructional technology and with professional experience in social media, digital marketing, I have had the privilege of looking deeper into the dynamics at play. My dissertation work will also hope to increase the knowledge about these spaces of community and engagement. The following can serve as a guide as to how brands, individuals, and organizations can harness their power in an effective and purposeful manner.
Online communities can exist within professional groups on LinkedIn or Facebook or through fandoms on Twitter and TikTok. These groups of individuals connect with one another through their shared interests, goals, or passions. Fandoms, in particular, are a subset of these communities because of their deeper passion in an area of interest, whether it is a brand, form of media, music group or fictional universe. With the rise in use of social media, these online communities have been able to expand their reach and power. From their advocacy to their collaboration, they have become invaluable to their brands and organizations they help promote.
The best example of a fandom’s power is demonstrated by the fandom associated with the South Korean music group, BTS. The BTS “ARMY” has been able to help propel an unknown group from South Korea to unimaginable heights to become the biggest music group in this modern age through their use of social media advocacy and collaboration within the fandom. Although only singing and rapping mainly in Korean, there are 6 BTS songs that have made to #1 on Billboard Hot 100, is the only act in history to hit #1 on one Billboard Chart every year since 2013, and has the most #1 hits on the Hot 100 chart in this decade. These milestones and successes can not only be attributed to the group, but to their fandom, who has worked and expanded their collaboration and organization skills through the years. Using social media to share music/charting goals, voting for award shows, and other projects, the BTS ARMY continues to grow and expand their impact and reach.
Building and Nurturing a Community
From the very start, BTS was intentional about their use of social media. The group posted about their daily lives onTwitter, shared video blogs, and communicated with their fans. They chose the right platform where their audience was and were intentional about the content they shared.
They provided open channels for feedback and conversation. During live vlogs on these platforms, fans were able to ask questions with the BTS members responding instantaneously. These active and meaningful practices are also still very common with the group and their fandom. Listening has been instrumental in their ability to develop trust with their fanbase.
Fans are rewarded and empowered through showcasing user generated content, through additional content that may not be accessible to the public, as well as programs that make the community feel valued. There are various opportunities to reward loyalty and BTS has been able to find the right balance and touch.
The dynamic nature of online communities and fandoms are unique. With clear intentions, and an approach of respect, understanding and mindful strategy, they can propel brands and organizations to higher levels of success and fame. With an increasingly hyper-connected world, deeper understandings of these spaces will be significant to creating further impact. It is my hope that my research work will continue to do so and help shine a light on the best ways to implement these practices of community and engagement in higher education settings.