Many people and brands still don't get it.
You must be authentic. You must be relevant. You must watch it grow organically. I still believe in these "words" and they will be my Big Three for 2010 (ala Chris Brogan via Danielle LaPorte).
You build the community because YOU LOVE THE COMMUNITY-not because you see a dollar sign on each little forehead. You do not even try to charge them for a thing until you have a real relationship with them. What's that look like? They follow you on Twitter, they retweet you on Twitter, they email you with love, they join your fan page, they ask you questions, they comment on your blog, they send your posts around, they download and praise your FREE e-book and so forth.
And you do the same for them. You promote them. You ladle Internet love all over them like you are anointing them with oil. You do this because you are excited about and for them. NOT because you see dollar signs on each little forehead (like the Grinch lusting after Whos in Whoville).
Then you build your paid member site. Then you start charging for some material. Then you start having teleseminars and mastermind groups with a fee. Not before. Never before.
If you do not want to be a part of this full-on, don't join. Your motives must have changed. The ROI is fuzzy at best. It's there but nebulous. Is there a price for caring? I parted ways with a client quickly who kept saying "but we have to monetize, we have to monetize". I know this. I do. But you have to care first.
Do you GET THAT?