A community is "a social, religious, occupational, or other group sharing common characteristics or interests and perceived itself as distinct in some respect from the larger society within which it exists." (Dictionary.com)
Jessica Malnik discusses five reasons Facebook brand pages can rarely be considered "communities"
- Fans and likers usually don’t just like a page based on common interests (or other community defining characteristics)
- The vast majority of fans don’t participate on Facebook pages.
- It’s a one-sided conversation
- Numbers still matter.
- Gimmicks, expensive apps and games drive a lot of the action