With the democratisation of technology we cannot be surprised that the public repurposes it for the comfort and community they seek, rather than what we try and create for them. The trend (back) toward more inward-facing communications makes it more important than ever to listen carefully to your audiences where they actually congregate. Before you simply sign yourself up for the shiniest objects and channels be sure to look for the more potent communities where all of the real enthusiasts gather – and hope they let you in.