Here’s one way to think about what community means for many businesses.
Community is what fills the gap between sales and service. Too many companies still only talk to customers when they are selling or when something goes wrong. Sales and service. But between those two things is this huge gap, which we can refer to as everything else.
If you aren’t in this gap, you are vulnerable. It’s risky because there can always be another company that is willing to come in and treat your customers better than you do. That’s why community – real community work, online community building and management, not just general social media marketing and use – is so important to business right now and will only continue to grow in importance moving forward.