Company X has a shyster marketing team, without any respect for their community. However, they hire an awesome community manager, who does respect and value the community… and it shows. The community thrives, at least in the short term.

In the long term, of course, sans genuine interaction, appreciation, and understanding of the potential value they’re squandering, company X is doomed, because there will come along competition that does value their consumers, and the impact they can have in areas like support, feedback and viral marketing. And in the long run the difference will be clear to the consumers… who will respond accordingly (including telling their friends). Some people do get it: the next wave of successful companies will be more integrated with their consumers than we’ve seen since the days of the village… or something like that!

At least that’s my take on it…