There have been several studies done on the reasons why people share certain things and not others within their network. Paul Adams (author of the book Grouped) states that content is spread because people are impressionable. If you know how to influence people, you can reach people.
Let people's stories underline your brand qualities
By reaching people, you can move them to action and thus move from online engagement to offline action list to data It is important to become the topic of conversation within your target group as a brand. In doing so, you naturally want to ensure that these consumer stories underline the brand characteristics. At that point, as an organization, you facilitate the transition from paid to owned and earned media as optimally as possible.
Community building
Community building“An online community consists of people who share similar ideas, such as a concern, a problem or a passion, and who interact with each other online about a specific topic by conversing with each other, exchanging information, learning from each other or because they appreciate each other's company.”
The reasons for starting a community can be very diverse for organizations. As an organization, you can give different objectives to the community. I have defined six objectives for which you could use a community in my opinion: