This week I’ve made a vow. I am no longer going to refer to the people who visit and interact on my web sites as the audience. My paradigm has officially shifted. It is no longer about one-way communication to an audience. It’s about two-way conversation with a community.

To learn more, read Jay Rosen’s influential article The People Formerly Known as the Audience. I highly recommend the book Communities Dominate Brands. Also, visit the blog for the soon to be released book Now is Gone.

The goal is no longer to inform an audience, but to engage a community.