Building communities not crowds

How many marketing departments build a community or are they just after crowds?

Marketers jump for joy when their company has hit another milestone for followers or likes but what does that really mean.

In most cases they are crowds of people who are not really engaged with the brand but have at some stage shown some form of interest.

What if you could turn those crowds into communities surely it is better to have 100 engaged followers or likes' in a thriving communication community rather than 10,000 followers or likes that are just a crowd?

So are you attracting crowds or are you creating communities.

#socialmedia #marketing