Do you want a community or a following?

Fabulous blog post from Richard Millington today. Richard asks a very important question of companies who are trying to do community building: Do you want a community or just a really big following? Most businesses, he says, just want (need?) a big following and aren’t really suited to having a community.

You only need a community when your audience has a desire to talk to each other and when there is a benefit (to the audience!) from talking to each other. Very, very, few organizations fit this criteria. Perhaps as low as 1 in 10.

If you don’t understand what you want or need, you won’t have the right strategy to achieve your aims. Read Richard’s whole post for more insights.

(Hat tip to Stephanie Booth.)

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