Online Community and Letting Go
Wednesday, August 20th, 2008A couple of weeks ago I read some of Jonathan Trenn’s thoughts about “community” as it is used (or overused) in the social media world:
Social media is overhyped because we’ll often view and describe disparate members of a company’s customer base as being “communities” when they are too dispersed and too disjointed from one another to have a connection…
As much as I love social media, and think it has great potential for marketers (and everyone), I have to agree with Jonathan’s general premise. Your typical company is not going to get an online “community” going. And even for those companies who could, the nature of online communities is going to be frustrating to many traditional marketers.