http://online.wsj.com/article/SB10001424052970204482304574222062946162306.html

“In other words, in their efforts to set up brand communities, companies are missing out on a marketing tool with huge potential, particularly in this weak economy. At a fraction of the cost of traditional marketing programs, a well-designed brand community can be used to conduct market research with very quick turn-around; generate and test ideas for product innovations; deliver prompt and high-quality service to customers with a problem; strengthen the attachments that existing customers feel toward the brand; and increase good publicity through word-of-mouth.”