Why would customers build communities and how could brands help them, is one of those new goals marketers are dealing with. How to stimulate advocates to lead and engage others to follow ? It seems now that the first « reason why » a customer would join a community (and share anything on social media) is information. Information that trully enhances his knowledge, that makes him feel a little more smart, that would give him more confidence in life… To learn more about a brand, or an activity is what we need and hope. To share our knowledge is what we do, regardless to any kind of reward we could get. In a recent publication and interview, Esteban Kolsky explains why customer communities are far more efficient than brands… for now ! To share our experiences is increasing our knowledge ! Customer communities are where the knowledge is Kolsky found that knowledge decays at the rate of 50 percent every minute. The problem with knowledge stored in books or accessed via search engines is that it is …