The currency of social media derives value from the contributions we all make to community. That currency has no central bank or IMF dictating its worth. You are not a dollar bill, you are a person and you have much to offer the communities you are part of.
Online communities can take several forms and must be the foundation of any kind of consumer outreach. Communities are much like coral, as they grow, they attract others to the community and create more dynamic interactions. It’s up to marketers to create a space for the coral to form and nurture the growth around it.
Companies should understand that social networks may come and go, but people won’t stop being social online.
If you have a blog which features user comments, then you have a foundation for an online community. If you are on Twitter or Facebook then you have the potential for an online community. These constructs are much like reefs are for fish…