I am reading Chris Anderson’s insightful book, Free, and am stuck by the repeated references to community. Those of us who spend a significant amount of time online are conscious of the importance of building community, whether it is as simple as comments on blogs or as complicated as building an international network of user groups. Communities build and sustain markets in a way that nothing else can.
It is not a new phenomenon; there have always been hobbyist groups. It is simply that the Internet has given communities an opportunity to thrive as never before. Success in marketing communications will more and more be defined by the ability to cultivate communities.