ABSTRACT
There are not many community platform providers capable of creating an online community that resembles what a brand represents in spirit. But companies like Backplane are developing community platforms that do just that. “There’s Facebook, which is the web’s largest audience, but it’s more of a walled garden. You have Twitter, which is this mass broadcast utility that only blasts out information. Then you have the YouTube layer, which is this discovery apocalypse of more content than any human will ever be able to understand in their life,” Sarah Ross, CMO of Backplane, told me. “While these networks are amazing, the big thing that’s missing in the social web right now is context and a high-quality content experience.”
