Neil and Leland have mentioned a great quote from Mark Zuckerberg (founder/CEO of Facebook) which gets to the original sin many brands are committing these days, thinking we can just build branded communities that people will flock to. As Mark says, that’s clearly mistaken:
“Communities already exist. Instead, think about how you can help that community do what it wants to do.”
“The other guys think the purpose of communication is to get information. We think the purpose of information is to foster communication.”
By the way, if you haven’t already, check out Neil’s excellent presentation “What’s Next – How Social Media Changes the Rules For Good”. It rocks the casbah. And Neil’s a super nice guy.