Here’s something everyone learns sooner or later in life: there are a lot of lovely people in the world that you shouldn’t marry. Because despite their brains, charm, beauty or other appealing attributes, they just aren’t right for you. But they’re perfect for someone else. There’s a lesson here for brands as they seek out participants for their communities. What’s ideal in a participant for a major airline community is probably not ideal for a brand looking to redefine itself in the eyes of tweens. The person who could provide the game-changing insight for a European bank may provide no value for a regional New England restaurant chain. The key for brands is to choose, rank and manage a wide variety of participant types in order to find those people who are best suited to fill out their crowds. Community building is, at its core, about talent management.

Here’s something everyone learns sooner or later in life: there are a lot of lovely people in the world that you shouldn’t marry. Because despite their brains, charm, beauty or other appealing attributes, they just aren’t right for you. But they’re perfect for someone else. There’s a lesson here for brands as they seek out participants for their communities. What’s ideal in a participant for a major airline community is probably not ideal for a brand looking to redefine itself in the eyes of tweens. The person who could provide the game-changing insight for a European bank may provide no value for a regional New England restaurant chain. The key for brands is to choose, rank and manage a wide variety of participant types in order to find those people who are best suited to fill out their crowds. Community building is, at its core, about talent management.