First, we’re going to try a “Caption This” community content creation experiment. Then, I’m going to do my best to cover these points (or at least bring them up for discussion):

• The best community tools can’t be built.
• People exist everywhere online, as does the idea of community.
• Content is a commodity, as is community.
• Awaken to the Attention Metric: more important than traffic.
• Community is no longer defined by boundaries; affinity is global.
• Sharing is caring: embedding is the only thing.
• Conversations happen anywhere, anytime.
• You can’t control the community growth process.
• There’s a great amount of control in being out-of-control.
• Social is off-site; Exist Where They Exist.
• The Lazyweb is always more powerful than you.
• Viral happens, it can’t be planned.
• A blog is merely a tool, as are social networks.
• It doesn’t matter if most content sucks – it still exists!
• Brand is becoming increasingly decentralized.
• Content bends around delivery mechanisms.
• Google is the great mitigator.
• Digital distribution is infinitely scalable.