Many marketers are asking questions about the role social media and communities can play in their brand strategy. No, wait a minute – that’s what I  wish they were asking.

Although marketers may  think they want to leverage social media for their brand, in fact they are often at a loss about what to do and how to go about it. Communities and social media offer brand marketers a valuable way to listen to and interact directly with today’s empowered consumers. And there’s no question that people’s perceptions of a brand are influenced by the ever-stronger voices of online communities, which break news stories, drive trends and move public opinion.

Get a lift from online communities

So here’s the bottom line: marketers need to approach communities and social networks strategically. Before associating your brand with a particular platform, first be certain that it aligns with your overall objectives and strategy. For example, companies like fashion retailer H&M announce new product lines on social networks, thereby connecting with consumers on a global platform as the company grows worldwide. P&G recently supported the launch of a campaign for Pampers disposable diapers by reaching out to influential mommy bloggers. Nor are they the only big marketers to recognize the power of online communities.

Just how powerful are they?

Search for “Nike” on Google and among your top results you’ll see “Boycott Nike Homepage.” And have you heard the buzz about “Dear Adobe,” a website dedicated to consumers’ top 100 gripes against Adobe? Clearly, digital communities give dissatisfied consumers a megaphone for publicly expressing their discontent. But smart marketers realize that it’s not necessarily a bad thing to be present in online venues where consumers air complaints, issues and grievances. Indeed, these “negative” outlets can provide great opportunities to learn more about what consumers really think, what they really want, and how to improve their experience. Adobe, for one, has done just that.

Rules of thumb for targeting communities

First, keep things simple. That way you can shift tactics quickly as consumers interact with your campaign, perhaps causing it to evolve or change direction. Simple mechanisms are more likely to engage users, who are turned off by clutter and by “marketese.” Consider Brand Tags, a social site that drew some 30,000 visitors within a few days of launch. Visitors are invited to view company logos, then to type in the first word or phrase that occurs to them: simple, fast, fun. Results, which are displayed as a tag cloud, are both entertaining and informative – if not exactly scientific. For marketers, however, the venue is a deep well of consumer insight.

Second, show your customers some love.  When they say nice things about your brand, acknowledge and reward them. Witness Cherry Coke‘s phenomenal success on MySpace. The brand invested heavily in the community, offering members a host of creative assets to customize their personal pages, with a contest as added incentive. Today Cherry Coke boasts more than 2.7 million friends on MySpace. Curiously, the brand has not reached out to the 110-plus Cherry Coke groups on Facebook. Had the brand had built more flexibility into its tactics (as we suggest in our first point, above) it might have found a way to leverage all those enthusiastic, Cherry Coke—loving fans on Facebook, too.

Third, follow through. You can’t count on success in online communities unless you actively monitor and manage your initiative. You may think you have a great idea, but unless you are Apple or Nike you will have to work it to connect with distracted consumers, gain and maintain momentum with the community, and ultimately bring members on board as brand evangelists. Stay committed – and keep it fresh.