Hands up: Who pur­chased a new cam­era, TV, tablet, or other elec­tronic device for your­self or a fam­ily mem­ber this hol­i­day? I know I did. The hol­i­day sea­son might seem far off in our rearview mir­rors and mem­o­ries, but I am sure that most of us can remem­ber how we pre­pared for that pur­chase: We asked our com­mu­nity for rec­om­men­da­tions and advice.

This could have been active engage­ment such as post­ing on an elec­tron­ics forum or cam­era review site. It could have been pas­sive engage­ment such as read­ing the reviews on Ama­zon or Best Buy. Or it could have been “old world com­mu­nity” and you reached out to a knowl­edge­able friend for help.

The out­come is the same regard­less of how we engage that com­mu­nity. You are look­ing to an inter­ested audi­ence that has knowl­edge, opin­ions, and real-world expe­ri­ence to get the best rec­om­men­da­tion for your needs, bud­get, and use case.

Did some of the peo­ple you asked fol­low up and see if you’re happy with your purchase? Did you reach out to them fol­low­ing the pur­chase to let them know that you took their advice and are happy with the result? I am sure some did.

Whether we are pur­chas­ing a cam­era or research­ing a busi­ness ser­vice, we are informed by our community—people we know, peo­ple we don’t know, peo­ple with the same needs, peo­ple with knowl­edge we need to tap into, and peo­ple with expe­ri­ence we want to learn from. And that com­mu­nity wants to know if its knowl­edge, advice, and sup­port is wel­comed, used, and valued.

Build­ing, nur­tur­ing, and grow­ing a com­mu­nity of experts, evan­ge­lists, and inter­ested fol­low­ers has become an imper­a­tive for all busi­nesses. Where do I start? What are the right first steps? What does my busi­ness have to con­sider? What are some pit­falls to watch out for? What plat­form should I use? These ques­tions can seem daunting.

Join Rachel Lux­em­burg, Tatiana Mejia, and me at Adobe Sum­mit 2014, and we’ll try to help you with some of the answers. We’ll talk about the why of build­ing com­mu­nity, what cus­tomers are look­ing for, and how you can build mutual value for them and for you. We’ll talk about some of the things Adobe is doing around com­mu­nity too. You’ll also be able to meet other pro­fes­sion­als inter­ested in com­mu­nity and build your network.

So join us in Ses­sion 804: Power in Numbers—Unlocking the Poten­tial of Your Cus­tomer Com­mu­nity. We’ll see you there.