My latest contribution to Voce Nation goes a little something like this:
A lot of people – including myself – are always encouraging companies to “join their communities” but we too often limit our own thinking to tactics including commenting on blog posts, interacting on forums or making sure industry writers are included as press. But this sort of financial support is important too. It’s not anything close to “sponsored conversations” or anything like that. It’s just an ad buy that has long-term strategic value. This looks beyond pure monetary ROI or even specific corporate goals and embraces the notion that what’s good for the community is truly good for the industry as a whole by, through their support, giving enthusiasts an ongoing place to hang out.
Read the whole thing here.