How can I create a community for my brand/business?

Not every business can or should be a community. Community is fast become one of the most over-used, over-hyped, over-everything word on the business landscape.

I know I am feeling grumpy today, but for me, the first thing to look at is whether your business/brand has any properties that might make it a community (hint for most the answer is no).

Seriously, for most, their customers don’t want to be part of a community, they want you to provide good value in exchange for their custom. If they are a regular customer then they might like you to remember a bit about them. Often that’s the extent of the relationship they want. And no amount of Twittering, blogging, loyalty programs or spreading the word will change that.

Community is a very specific thing and shouldn’t be mistaken for a group of loyal customers and stakeholders – though unfortunately, these days it too often is. And just what’s wrong with having loyal customers who give you repeat business and tell their friends – that’s a pretty great place to be and a great thing to work towards.

Do we really need it to be a “community”?