In the last installment of Coffee with Nicky, our CEO Nicky Senyard discussed how affiliates could use twitter. Something that she focused on was how the channel itself should not tried to be monetized. Rather, affiliates should focus on using it to further grow and better engage their existing audiences.

Well, this is a clip of Chris Brogan discussing how any marketers should approach online communities in general, and his point is rather similar. Specifically, whether their affiliate marketers or corporate representatives, Chris underscores how communities are best used for building trust-based relationships, and by trying to just "sell to them," marketers are very likely to end up shooting themselves in the foot. Enjoy...