Building Online Communities (O'Reilly)

Truisms or not, those statements have tremendous implications. Their adherents see a commercial Web site less as a brochure and more as an opportunity to communicate with customers. They consider those who run a television fan site not as copyright infringers but as a community of fans. They think in terms of conversations and relationships. Cultivate a community, and you'll attract eyeballs and ears willing to read and to listen to your message. Encourage discussion, and you'll attract people willing to share their own messages."