In our blog series we've covered some of the fundamentals of Social Media strategy as we built towards understanding how community intersects social. The truth is, whether we lead them or not, communities exist around our brands and products. The question is, do we want a tribe of advocates or a tribe of naysayers?

To nurture the kind of community that is ideal for our businesses, there are core things we must keep in mind as we engage. These may seem really simple, but they are critical components that must be revisited constantly until they become part of our staff DNA.

1. We don't always control the place.

Like Bedouins, members of our communities travel wherever they like on the Internet; carrying their opinions with them. Recognizing the benefits to this early in our Community process, while listening well, we can reward those travelers with good news they can spread along the way.

2. Authenticity requires transparency.

Engaging authentically is so critical, and allowing your customers peaks at your flaws is one of the best ways to do that. "Pulling back the curtain" demonstrates a posture of openness and gives you an opportunity to demonstrate you will make corrections/shifts as needed.

3. Pursuit and intentionality counts, but absence grows discontent.

Pursuit and intentionality is rewarded with loyalty and permission... but being absent for any period of time, especially without notice, leaves people feeling uncared for. It's more important that you maintain your level of engagement than it is to be hyper-engaged at any point in time.

4. Community on the web is less like a cocktail party and more like a road trip.

Our communities may emerge around company products and services, but the relationships that are built in the social process tend to last for years longer than we imagine. You don't have to look further than antique or exotic car clubs to see that people will continue to connect around their favorite products even if the original provider is no longer in business. In a sense, these persistent communities become a part of the companies legacy.

As you might can see, these core things are very similar to what you may have learned in your close friendships with others... and that is the point. Social Strategy must incorporate an ever-present sense that community is about people and the relationships between those people. The moment we forget this, we begin to be seen as faceless, uncaring institutions who desire financial profit more than customer happiness.