How to Build a Community in Your Marketing Strategy

When the internet began, the first thing a lot of people tried were communities. The communities that survived almost all of them are transactional. It's customer self service. Oh, your problem with your software? Go into our community. You can see the ROI of that kind of community because it's caught avoidance. And you've got customer advocacy and you have a direct line to consumer information. I think I put together a very compelling case in the book to say, hey, wake up and at least consider this idea.