Key point. It’s not a tactic. It’s a necessity. Check it out.
Here’s a bit of what they had to say, along with some good links:
“There is a great article published in Adweek, “These Brands Build Community – How these Web 2.0 companies build good relationships to build their brands,” that clearly and succinctly sums up what innovative (and successful) companies are doing, like Zappos, Threadless, Etsy, Craigslist and Yelp.
The key, the article clearly points to, is that these companies are “quietly building brands online on the strength of communities.” While I would say there is nothing “quiet” about @Zappos interactive dialogue and “Tweet Evangelism” on Twitter or the “voice” of user-generated slogans and design and community ratings submitted for the latest and greatest Threadless T’s slogans or the “raving fan base” of Etsy’s marketplace, the article has a quote that is so worth stating over and over again…”
PS- they are local folks too, that are also darn entertaining on Twitter.