I went to an interesting discussion group today – unfortunately I arrived late, so I’m not sure how much I can disclose, and I also missed all the introductions.

But there were a range of people in positions of authority for digital products, services and communities from a range of institutions, both commercial and governmental.

And what I can talk about is the fact that we’re still debating whether brand owners should be prepared to relinquish control of what is created, published and discussed on their digital products.

Here’s something shocking:

You can’t, and you don’t control ‘your’ community. Never have. Never will.

The reason is that ‘your’ community isn’t just the people you moderate on your forum, or the people creating content that you can edit and publish. ‘Your’ community is spread far and wide, and comprises of everyone who has any type of interaction with your brand, product or service. At it’s most tenuous, it’s seeing someone in branded clothing, and your opinion of them informing your opinion about that brand – and discussing that offline, on forums, on Instant  Messaging services, and where-ever your conversations are.

Now try and convince me that you’re able to moderate and control everything someone does, everywhere they go? (Obviously I will accept arguments by Chinese Government officials…)

You should look to inspire communities:

This isn’t a new concept. The ideals of inspirational figures have been remembered and followed long after the names of those who tried to control/persecute/murder them. Pick whichever example is most relevant, from Jesus, through Gandhi and Martin Luther King.

If you want a certain type of content produced, or certain types of interaction, you need to plan to inspire your community to predominantly produce it. Whether it’s seeding a community with the right content, rewarding it (with fame or fortune), or simply being a part of the community in the manner which you would like to see, there are plenty of ways to do it – but don’t expect everyone to follow the example.

The only time I can ever advocate control and moderation is in the face of legal issues or persecution of individuals or groups. But this has to be accompanied by free and open explanation of the reasons for your actions. If not, the best case will be an annoyed user. At worst, you could see a forum revolt. Just look at the example of Sony HD DVD codes on Digg.com.