You can't fake community, you can't force it, either.
Don't treat your customers like a bunch of purses and wallets.
Celebrate small victories often. Mourn failures quickly. Do what's necessary without fanfare.
Own your words. Your words are the maps to your intentions.
While face-to-face is just as important as it ever was, now that we've got all kinds of new tools, let us tighten bonds in between those in-person moments.
The difference between PR and social media is that PR is about positioning, and social media is about becoming, being and improving.