Emma Jenkins, the UK head of interactive marketing at Procter & Gamble, has a snappy way of explaining a common mistake made in online brand management.
She believes that too many brands engage with online communities on a temporary basis when they have a particular marketing initiative instead of building a permanent dialogue.
It is like moving to a village, knocking on doors frantically to announce your presence and then disappearing two weeks later, she told the UK Association of Online Publishers summit today.
“A community is not a campaign,” she declared.
Stefan Stern writes a column on Tuesdays on 
Ravi Mattu is the editor of 
Lucy Kellaway writes a column on Mondays on 
Luke Johnson writes an FT column on Wednesdays on 
Lucy Kellaway, FT columnist and associate editor, offers her solution to your workplace problems in a column in the Financial Times. In the 
