The art of virtual communities for clients

In a conversation with a colleague today an important topic has kept me thinking for a while: how do you create powerful virtual communities with your customers?
Yes, we've all heard about the powerful stories of creating communities on the web to attract and retain customers. But, the reality is a bit more complex. Here's why.

Why do you join a community? Normally, you have an interest, there is a strong passion that motivates you to join. Either you find it intellectually stimulating or you find it rewarding (think of your football club community, for example)

What is the value of the community? The fact that members regularly go there is only related to the positive equation attention invested x value obtained. That value normally comes from other people with similar views and interests that bring the value to you.

Why is this difficult in customer communities? Because companies creating customer communities are not perceived by members as a trusted members. They trust another member, but they don't trust the organization that's creating the space with the obvious intention of selling them something. I.e. their agenda is not the passion, the interest; it is the business. Hence, why is anyone going to be candid and open in his opinions when he knows they will be used to try to sell him something?

How to solve this problem? No magic words I'm afraid. But some simple advice to follow would be:
- concentrate in the long term- communities need momentum and creating it require time and dedication
- avoid the selling approach- concentrate in creating sense of belonging, obtaining value. Put your experts to discuss real issues with no marketing pitch
- listen- if you want to learn about your customers, read what they say and learn what motivates them. Use that to improve your products or services.