The $5.99 Question: Online Communities
The Connected Generation Podcast: The $5.99 Question: Online Communities, Episode 54 
In episode 54 of the Connected Generation podcast, Lisa and I discuss the authenticity of online communities and assess their power to both fuel and facilitate relationships.
Why they gather
We first identify three primary reasons people seek to be connected to others online: 1) real relationship (online example: facebook.com); 2) share a common interest/passion (online example: animeinternational.com); 3) share a common area of expertise/field of study (online example: vehicledesignsummit.com).
You built it. They came. Now what?
Next we talk about what to do with a community once you’ve created one (whether you meant to or not). First, look at what initially drew them to the community and how you can provide them with more/better content, products and services.
Three common reasons people are drawn to a brand community: 1) Online content in the form of education and/or entertainment (online example: Apple’s tutorials and ads) ; 2) Access to experts in the form of brand employees or knowledgeable community members to solve problems and get/give information (online example: T-Mobile’s Sidekick Wiki); 3) Opportunity to build something for you, with you or for themselves (online example: NIKE.iD.Studio).
Next, engage them directly. Don’t just send them a survey though. These people are valuable resources of information and ambassadors of your brand. Give them a personal invitation for a unique experience with your brand. Go for high impact and you will get great results.
This post was written by Cassie Pruett
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