社群

In modern Chinese marketing, 社群 specifically means a closed online community - usually a WeChat group or knowledge-app community organized around a shared interest, brand, or paid membership. Compare with 社区 (shèqū), which more often means a residential neighborhood or a public forum like Reddit/Bilibili.

社群运营 'community operations' is a whole job category in China - running brand WeChat groups, organizing 福利 (welfare/giveaways), prompting discussion to keep activity up.