The document discusses brand communities and how to build one. It defines brand communities as having shared values, traditions, and members who feel responsible towards the brand. While social media can be used, it is a tool and not a community itself. To build a brand community, a company must make it a business strategy, not just marketing. The community must serve its people to create strong connections between members. A company should participate in the community but let it run its own course rather than trying to control it.