social networks: connecting on and offline

Article: The Real Key to Communities: Connecting On and Offline

This article raises some interesting points about virtual comminities – which extend on ideas in the video on social networks posted below.

Steve Rubel raises an interesting point about social networking sites in that they need to address the needs of the community and not the needs of the marketers….
He also states that

“The lesson here for marketers is that even though we are spending tons of time online, it does not replace what happens offline. In fact, it amplifies it. The secret to success is gluing together online with offline, real and virtual. Use the web to make the physical connections we have stronger. “

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