This document discusses how social media and online communities are changing how people interact and form identities online. It notes that people primarily use the internet to stay connected with others and share content. The document also discusses how websites should be designed with connectivity and reuse in mind. It argues that great user experiences and community building are more important than just creating great content. It provides tips for brands to try an online community approach by focusing on engagement over reach and getting people involved through activities rather than just messaging.