All too often brands, celebrities and employers use the social web to pump out content, and race to grow fan numbers, with little regard to the true needs of their target audiences. This week my client Deloitte New Zealand launched a new initiative, Fan Showcase, on their award-winning Facebook page. This builds upon other elements of the firm's social recruiting strategy, like live-streaming Facebook shows and video Q&A. A strong community understands and recognizes that its members have specific interests and needs. The Deloitte NZ Fan Showcase captures on video the backgrounds, questions and desires of the community. We believe that building community involves, as Chris Brogan has stated, changing the direction of the chairs.