Community Building

This weekend my family went into New York to experience Christo's latest work, The Gates. While it is not surprisingly receiving mixed reviews (it is art, after all)  it is getting a whole lot of people talking. Getting people talking about your work is one of marketing's holy grails and it remains a mysterious process that can't be tidily reduced to a marketing formula. Luckily, there are tools available to at least lubricate locution, and some people out there putting them to work well. In a column yesterday, Poynter Online covered an innovation by the Ventura County Star in which the assitant managing editor is using a blog to provide a peek into the paper's internal processes. This provides better-than-real-time feedback for the paper and helps build a sense of community and involvement that helps make relationships that last.

David Meerman Scott

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