Before the advent of the Internet, the publisher-brand dichotomy was both distinct and complementary. Publishers catered to and created communities of interest, delivering content and facilitating dialogue with its members.  

Brands depended on a publisher’s ability to reach those communities and paid to have their content delivered to those groups. The role of the brand was passive and non-participatory.

Enter the Internet age, where the roles and appearances of publishers and brands are not so distinct. The online world is fragmented. Internet search technology has not only empowered consumers to seek data and opinions from multiple sources, but also to share and voice their own. Instead of being served or organized by publishers, communities of interest are self-organizing, appearing all over the Internet on social networks, blogs, discussion boards, et al.

For this reason, brands no longer need to rely on publishers as the primary communication conduit to communities. Brands are now developing their own Web content and experience-rich places where they have direct access to and can control interaction with consumers. The Internet as a research and buying engine—and changes in consumer behavior—has turned brands into publishers.

Bearing in mind the need for a complete and well-designed strategy, there are a few simple actions brands can take to help start this transition.  

First, brands need a way to publish. Brands should identify and establish platforms for the delivery of community-oriented content. This would include a CMS and other tools that can simplify regular content updates and customer interaction as well as other community-centric functions such as blogs, discussions, wikis, membership, etc. Third-party networks must also utilized Facebook and Twitter are the most familiar examples of existing social platforms with little barrier to entry that brands can leverage to publish their message.

Once the platforms have been established, brands must fill them with engaging content that focuses on the interest of the community, not solely on brand products or services. Editorial objectivity is often the toughest new challenge for brands as publishers. The content must be useful and unbiased to avoid appearing promotional and self-serving, while still conveying, or relating to, the brand values.  

Next, brands must connect with communities by facilitating dialogue and sharing within them. For instance, discussion forums should be places where people may share freely, leave readable comments, view comments from others, and exchange information. Brands must also be active participants, not merely moderators. They should respond quickly to issues and requests, demonstrating to the individuals and the community at large that they are responsive and involved.

Lastly, brands must understand what is happening in their community and responding accordingly. By doing so, brands are able to make adjustments to their offerings and image that will keep the community involved, while simultaneously attracting new members.