Any business use of social media ultimately has to form a Community to be successful. That may seem like an overly strong absolute but it is easily justified.
The main difference between social media and traditional media is the interaction between people who use the service – users writing their own content on their own terms. Without interaction the entire medium is nothing more than a traditional outlet where information is pushed. That’s why it is important to separate the difference between a real social media Community and a “Scene”, or a place where the hip gather to show their fashion power and prowess.