An audience watches a brand. A brand community is a group of people who talk to each other about the brand, with the brand as one member among them, usually the host. The difference shows in a simple test. If members would still talk, help and argue with one another when the brand is not in the room, there is a community. If every conversation runs through the brand's own account, there is an audience, however warmly the brand describes it. Communities are valuable because members explain the brand to newcomers, make things for it and turn up, but they also have a will of their own.
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