Is anything actually a “community” online?

Welcome to Tincan, a newsletter about marketing, culture, and how small brands make a big impact. Subscribe here.

Lately, I’ve been stuck on community—specifically, how often we use it when talking about digital spaces. Newsletter writers encourage readers to join community discussions. Podcasters funnel people toward their Patreon or other communal spaces. Every social media platform throws the word around to describe what are, essentially, just followers. Are we actually building communities, or just collecting audiences? What’s the right word?

When I think of a community, I picture a physical neighborhood (I’m thinking of my actual suburban childhood neighborhood) or a close-knit group of friends—something where people look out for each other and contribute equally. Usually, there’s a shared understanding: when someone does something wonderful for you or the group, someone else (you!) returns the favor, rebalancing the load. By that definition, very few online “communities” actually fit. Most of the time online, I’m just showing up to be entertained, to support someone’s work, or to learn something new. It’s one-sided.

…But calling it an audience doesn’t feel quite right either. It sounds too top-down, like we’re all sitting in silence while someone delivers a monologue. And yet, audiences do interact. Some things pull us in and hold our attention, making us active participants. Other times, we tune out completely.

Maybe that’s the real issue—neither community nor audience fully captures what’s happening here. Some things stick and they cause us to stick around for a bit. Others don’t. Maybe instead of using these imperfect labels, we need a word that actually reflects the impermanence of it all.

I keep thinking about the old Foursquare app and how it let people “check in” to places. It’s antique terminology at this point, but it feels so accurate to life on the internet today. People check in to conversations, to trends, to newsletters like this one. They stay for a while, then something else catches their eye. 

Just like what Sam said last week—community has to grow organically. When people check in with your brand, great. When they move on, also great. There’s a lot out there to explore. But if what you’re offering stands strong, they’ll be back.

FAQ: What’s the lifespan of a website?

A version of this question came up during a meeting this week and I totally wasn’t prepared for its complexities. So! Take two. 

The two of us were looking at a website that still very much works and looks great. But it debuted back in 2018! That was seven years ago!! Does that make it time to revisit? Hard to say. What a pickle.

Time and money are the biggest deciding factors, but they’re not the only ones. If you’re not totally run by your budget (or lack of one), here are a few other signs it might be time for a refresh:

• Your goals have changed. Your business isn’t the same as when you started. Maybe your revenue streams have shifted, or your offerings have evolved. Your website should reflect who you are now and where you’re headed—not hold you back.
• Your audience has grown. And not just in size—you’ve probably identified subgroups within it, each with its own needs and expectations. Your website should speak directly to them, not just cast a wide net. 
• Your messaging has evolved. The way you talk about what you do is sharper, clearer, more you. Your brand’s voice has solidified, and visually, you probably have go-to layouts, colors, and design elements that make your brand feel cohesive. Refining these and integrating them into your site brings consistency and professionalism to your online presence.

Websites aren’t set-it-and-forget-it. They grow with you. If yours still fits, great. But if it’s feeling a little outdated or misaligned, it might be time for an update.

Got a marketing question? Know a business owner or creator with a smart approach to branding that I should feature? Hit reply and let me know!

Last Scraps

• An old post on Threads that still makes me laugh: hello, I’m every single website right now. It is indeed. (via @turbofunk_)
• A 3-part photo series arguing to make websites cool again!!!—with examples of sites that prioritize form over function. A worthy endeavor. (via The Stories We Sell Ourselves)
• And while we’re on the topic: Scampi, a Philly restaurant with an absolutely killer, 8-bit website. Don’t miss the Myspice page.

Thanks for reading! Tincan is written by me, Anne Marie, a designer, DIYer, and marketing strategist in Philadelphia. Find me on my website, Instagram, LinkedIn.

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