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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.
It is led by Stefan Stern, FT's management columnist, who writes a 
Ravi Mattu is the editor of 
