Community groups are rarely best dealt with by a vendor’s social media team, though they may have a role to play. Engagement can’t just be ‘farmed out’. Engaging with your most interested community must be intrinsic to your organization itself – product development, customer support, sales and marketing. And which groups a vendors gets involved with should be a well considered decision too, with the central purpose of joining understood to all. Everything has to be measured, and so long as the original purpose for joining is remembered, community involvement can be measured without choosing to monitor the uptick in clicks, visits and fans.