Success in building communities lies in the ability of the company to facilitate their genesis without being intrusive, overly commercial or dictatorial. Companies need to discover the seed of kinship among potential community members and use it to design a community framework that resonates, and then continuously nurture that community. It is also important to understand trends, usage patterns, and the quality and scope of community interactions. This allows the calculation of community ROI as well as calibration of activities, tools and communications to meet the exact desires of the community.

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