I found this great little slidecast (a powerpoint with audio) over on Paul Isakson's site.
It contains a quick but focused recap by a major media agency on the history of communities and a wonderful call for brands to help people do things. There are some great case studies as well. Worth the watch, IMO.
I really liked the simple but easy to remember four areas for brands to create value, invite people into the brands' communities and to do something for people:
Useful
Entertain
Educate
Connect People
But like all traditional media players, it stays centred on the brand being the source - the creator of things that people use/interact with. So while it is cool to see the research findings from things like the Cadbury Gorilla campaign, this presentation stops short of what I see the real power of engagement being. More on that to come.
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