If there’s one thing that raises my hackles in the social media world then it’s the over-use of the word ‘community’ – says the man who’s just written a chapter on some of the different ones you can address.

To me, mostly a community has active participants and if I’m identified as part of an online community I expect to be contributing to it with blog posts, looking at Facebook pages and probably contributing to them or at least chucking in the odd relevant Tweet. I expect, overall, at least to be aware I’m a member of one community or another.

Unfortunately it’s a term with which we’re a bit stuck, and it becomes even more nebulous when you’re trying to build up your customer base. The ‘community’ of prospective customers ...

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