Over at Vitamin, Jeffrey Kalmikoff has written a superb article about building communities. They key points that he raises are:
- If you don’t trust your customers then you won’t be able to build a community
- Communities aren’t an ‘add-on’
- If you’re doing nothing wrong, people won’t have anything to complain about
Marketing these days is about building a communtiy, not just a customer base. You need to read this article to appreciate how traditional marketing has been turned on its head.
