A certain genealogy Website emphasizes about building community among its subscribers. Enroll and you can not only get help building a family tree, but you can receive recipes, baby pictures, and reminders about who is having a birthday. Yes, the effort to build community is everywhere, not just in the accounting world. It’s an effort that is often misdirected.

Everyone with a Web page seems to want to foster community. Site owners attempt this through discussion groups, through all sorts of features that are supposed to bind their customers together. And I think this effort to force-feed community to Web-page visitors and e-newsletter readers often misses the mark.

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