Demanding community
You can build communities but first you have to understand them, enjoy them and play in them and one of the key things is to listen at least as much as you talk. The transition from traditional business and marketing to Web 2.0 is a tough one. This cartoon shows the confusion some companies have with social networking. I'm going to add it to my Would you do it again for free? talk.
From Geek And Poke:
I’m more worried about “I want communities [etc.], and you still have to type in just as much code or I fire you.”
I agree. You have to plan and allocate time for social networking. You might twitter while you do something else but you are slightly less efficient at “something else” while you are twittering. Social networking is valuable but you have to expect it to take time.
Matt Asay finds another dangerous demand: “instant gratification” in the balance sheet http://tinyurl.com/5lqyb8