If your customers are extremely passionate about your product the community can develop spontaneously. You’ll see small groups emerging on LinkedIn, Facebook and people tweeting with your product name included as a hashtag. Realistically, getting your community to a critical level of activity will require some effort. You will have to provide the platforms where people can interact (forums, Facebook pages, etc.) and you will need to assign at least one resource to own the initiative, the common job title is ‘community manager’.