Smart companies recognize that the people who post messages of dissatisfaction are parts of the community every bit as much as the satisfied customers. These people should not be shut up as they were in the Industrial Age but rather celebrated for their contributions to our improvement. Community has never felt as exclusionary as it does now. They both saved Apple Computer. Community today has a tribal feel to it or, as I like to call it, a neo-tribalness.
Community is a participatory sport.
You have to be in it. You must engage. More than ever, community needs business insights, efficiency and passion. And finally, remember that community only happens when people want to be a part of something bigger than themselves. As such, community must include personal sacrifice.