A Strategy for Engaging Passion Communities

Here's an interesting article on what a company/brand needs to think about before engaging in online passion communities. What's a "passion community"?

"[A passion community is] one that contains highly focused brand and lifestyle advocates often on a third-party (one which you have no control over) website that the brand does not manage. This is a high-intensity group, containing members that pose opportunities to engage with influencers, but also risks of brands being unable to manage in a scalable manner. The most engaged members of these communities, we will refer to as Passionistas."

Read more here: http://www.web-strategist.com/blog/2012/10/18/breakdown-a-strategy-for-engaging-passion-communities/