Social media give marketers a chance to build a real community of customers, recognizing the commonalities of their audiences and embracing their passions.
Don't be the one to allow your clients to confuse "community" with social media. Marketers too often mistake tweets, follows or pins about their brand as validation that they are building a community.
That day in church reinforced the idea for me that the strongest communities are structured around shared beliefs, emotions and goals. They are places we trust and where we're inspired by support to participate. On the social web, marketers have an opportunity to guide and foster powerful exchanges on any number of issues and areas that are relevant to their audience. The most enduring communities are ones that recognize the commonalities of their audiences and embrace their passions.