How To Engage (not build) Your Digital Community

When I think of “online communities,” I always go back to Seth Godin’s post about the third guy. It’s a great watch because I am reminded, I’m rarely the first guy–even when I think I’m the first, it turns out that there’s somebody else out there doing the same thing. Marketers and businesses can always set out to engage their customers by turning an intern loose on a Facebook page, but that isn’t what really makes a community. In fact, the brand, if lucky, may be allowed to show just for a minute. The conversation is probably already happening. The community has probably already formed in an open community. If, on the other hand, the company is going to build or engage a managed community, consider the following points:   01. What is the common interest? From best vegan recipes to Honda Civic enthusiasts, communities build around a common interest. Not everyone…

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