Think like Oz telecoms giant Telstra with their nowwearetalking website http://www.nowwearetalking.com.au/. This is a good example of how a telecoms firm can build and run an online community, and ‘talk’ with all kinds of different people.
The site aims to increase the level of national public debate on the future of telecommunications, as well as debate bigger industry issues. Using a hub-and-spoke model, Telstra combines activity on other sites. So alongside the blogs and site discussions, there are YouTube videos and podcasts too. This engages both their own community and also distributes content across other social media domains. This can be a very successful strategy – you engage with people wherever they are and also provide a place for them to come to, managed by you.