Hi there.  This is my first time posting on the Marketing Blog.  I'm the analyst on Forrester's Marketing team focused on two high-engagement verticals: life sciences and automotive.  So thinking about feelings (customers' feelings) and experiences is my business.

Right now I'm fascinated by the question of *how* people experience community.  For my current report -- Social Media Strategy For Life Sciences -- I've had the opportunity to talk with three companies that are thinking really creatively about how to bring the experience of community online: CarePages, PeerTrainer, and DailyStrength. 

What do I mean by "experiencing community"?  Getting by with a little help from my friends on the Marketing Team, I'll show you.  Think about a community or group that you're a part of -- an ultimate frisbee club, a spiritual community, a health support group -- and remember how you feel when you're with that group.  What's going on? 

Shared Emotions

If you learn that you have a rare disease like cancer or MS (or you're caring for someone who does), chances are that you'll be flooded with feelings you've never had before.  All of a sudden you're overwhelmed by by feelings that no one around you is having.  How do you express these feelings and how do you relate to other people when everyone's going about their daily lives?  Finding other people who feel, or have felt, how you feel can be enormously comforting.  You're like the people around you and expressing your feelings feels natural and appropriate.