Your audience is not your community. That distinction drives Mark Schaefer nuts. And it matters because building an audience and building a community require two very different strategies. Mark is a globally recognized marketing expert and the bestselling author of Belonging to the Brand: Why Community Is the Last Great Marketing Strategy. He joins Seth to explain why an audience is primarily a one-way relationship, while a community is built around relationships between members, a shared purpose, and members who help shape where the group goes. They also explore Mark’s concept of “Content Shock,” why creating more content is becoming an increasingly difficult way to compete for attention, and how community can create a deeper emotional connection with a brand. Plus, Mark shares what he has learned from building his own community, why great communities often start with just a handful of people, and why you need to “earn the room” before you can build one.