Community is a very rich word that means many different things at the same time. It evokes a powerful set of images which are both highly personal and deeply cultural at the same time. That only makes sense, given how important community is to the social animals that humans are at heart. Yet for all of this, community as a concept is still a hard sell as an guiding principle for businesses sometimes – a concept that I’ve been building my career in social media around. That’s a real shame, and not just because I need the work. The traditional and well understood concept of community is what makes the buzzy new world of social media effective.